Cadbury (Mondelez) Marketing Project Report

A PROJECT REPORT ON “END TO END COLD CHAIN DEPLOYMENT AND CATEGORY DRIVE OF TANG MONDELEZ INDIA”

SUBMITTED TO MAEER’S MIT SCHOOL OF BUSINESS BY

VINIT KETAN ROLL NO. 301449 30TH BATCH

IN PARTIAL FULFILLMENT OF POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM) MARKETING 2012 – 14

MAEER’S MIT SCHOOL OF BUSINESS PUNE

Table of CONTENTS

Chapter No.

Title Declaration of student Certificate from the Company Certificate from the Guide Acknowledgement List of Tables List if Abbreviations Executive Summary Introduction Company profile Objectives of the study Limitations of Study Methodology Theoretical Background Management Lessons Findings Recommendations Conclusions Bibliography Appendices

Page No.

DECLARATION

I, Mr. Vinit Ketan hereby declare that this project report is the record of authentic work carried out by me during the period from 11th April 2013 to 11th June 2013 and has not been submitted to any other University or Institute for the award of any degree / diploma etc.

Vinit Ketan Date:

CERTIFICATE

This is to certify that Mr. Vinit Ketan of MAEER‟s MIT School of Business has successfully completed the project work titled “End to End Cold Chain Deployment & Category Drive” under the guidance of Assistant Professor Mr. Gaurav P. Petkar for partial fulfilment of requirement for the completion of PGDM course as prescribed by the MAEER‟s MIT School of Business. This project report is the record of authentic work carried out by her/ him during the period from April 11th 2013 to June 11th 2013. He has worked under my guidance.

Signature

Assistant Prof. Gaurav P. Petkar Project Guide (Internal) Date:

Signature:

Prof.(Gp.Capt.) D.P. Apte Director

Date:

ACKNOWLEDGEMENT

I would like to thank MAEER’S MIT SCHOOL OF BUSINESS, Pune for giving me an opportunity to do this wonderful project. I am extremely thankful to my Internal guide Mr. Gaurav P. Petkar (Assistant Professor) and my external guide Mr. Karan Bhaskar (Area Sales Manager, Pune) who helped me throughout my project and without whom my project would not have completed.

I would also like to express my respectful thanks to Mr. Jadish Jawarini (Senior Sales Officer, Pune) whose constant support and guidance helped me in achieving the prescribed objective of my project.

Also, I would like to express my profound sense of gratitude to Mr. Pankaj Borkar (Sales Officer), Mr. Uma Shankar Das (Sales Officer) & Hansraj Ji (Proprietor oy Gajraj Distributors) who have rendered constant guidance, advice and help when needed to complete this project.

I would also thank to the sales team Sanjay, Shrikant, Priya, Jayesh, Ranjeet, Patil Kaka, Prashant, Yogesh and many more for providing immense help throughout the project.

Vinit Ketan.

LIST OF TABLES

Sr. No.

Name

1

List of top RE outlets that I have worked with

2

The list of 99 outlets that was initially given to me for deployment of visibility coolers.

3

List of 50 visibility coolers that got selected for deployment

4

Schemes in month of may

5

List of outlets for Tang‟s placement

6

List showing achievements of these 108 outlets at the end of sales drive of Tang

Page No.

LIST OF BASIC SALES TERMS AND ABBREVIATIONS

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Primary Sales: These are sales from the company to the distributor

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Secondary Sales: These are sales from the distributor to the retailer.

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Depot: It is a place owned by the company, it is the place from where company operates its distribution process.

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Visi Cooler: Is a visual cooler (small fridge) that is used to cool down products so that their taste & shape can be protected from melting.

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Beat: This is the route that a salesman follows on a particular day. This is usually ensures optimum coverage of all the stores in a sales territory such that the salesman visits each store once in a fixed interval.

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RD point: Re-Distributor

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AE Outlets: Those outlets in which company hasn‟t invested any money for fixtures and hence does not pay to the retailer for putting up fixtures like display in the outlet.

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P7 Outlets: Those outlets in which displays are provided and hence payments are give to the retailers for putting up those displays in the outlet.

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RE or the Retail Environment: - RE refers to TYPES of outlets which are similar in consumer‟s perception. RE‟s include High End Grocer (HEG) and Low End Grocer (LEG) stores, Chemist (CHE), Food Store (FS), Stand Alone Super Market (SAS), Pan Shop (PAN+), Wholesale, Institutions, Supermarkets/ Hypermarkets, New channels(NCD).

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MSS (Must Sell SKU): It is the assortment of products/SKUs which should be available in each retail environment as per consumers needs.

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RDSMs: Sales men or PCs i.e. Purple Champs.

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PC: Sales men team in Cadbury is called as Purple Champions.

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Merchandiser: The team of people who help in setting up display and visi coolers.

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Effective Brand Distribution (EBD): It is No. of accounts for that brand in a month/Route list accounts.

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RLA (Route list accounts): No. of outlets covered by PC on a regular basis.

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Active Accounts: Outlets that have purchased Cadbury product during the month.

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Effective Coverage (EC) %: It is percentage of outlets that have purchased at least one Cadbury item during the month.

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Productivity%: It is the % of times that a PC visit is converted into sale of some Cadbury product.

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Average SKU Billed Per Oder (ASPO): No. of lines billed per day/No. of bills cut.

EXECUTIVE SUMMARY

I had started my summer project at Cadbury Pune with three fundamental objectives: 1. Deployment of cold chain in the market. 2. Managing sales drive for a particular category. 3. System Analysis Now, in brief I would like to explain you about my working as well as learning of my two projects. I studied the company’s cold chain and found that it starts right from manufacturing plant and ends up when product reaches it end user i.e. Consumer. Various things that I learnt should be kept in control during transportation of goods from manufacturing plant to retail outlets are: i. ii. iii. iv.

refrigerated vans shippers chilling pads insulators for delivery autos

Once the good reaches to the retail outlets the most important work of cold chain deployment starts. The outlets are provided with visi coolers in order to keep our products in best condition so that our customer would enjoy eating our product. This is the point from where my first project starts. My main task was to find those outlets that have potential to increase their sales of Cadbury if they are provided with Visi Coolers. I with help of my guide Mr. Jagdish, sorted out those outlets that were having a constant sales figure for last 5 month and were selling at least Rs. 5000 product per month. Once the list was made I went to market with merchandisers and confirmed with the outlet owners that they are willing to accept company’s terms of visi cooler deployment or not and if they accepted the rules and regulations provided by the company then I would add their name to the final visi cooler deployment list. As final list got prepared the outlet owners were made to sign an agreement form and visi coolers were deployed to their respective outlets, once all formalities got done.

In beginning of month May, I received the schemes list and found that there were several schemes on Tang and hence I made a target of driving 6 tons Tang in market. I was very much confident about achieving my target but due to LBT the markets got closed for at least 20 days and hence I had to reduce my target from 6 tons to 3 tons. This target was very much achievable by me as two new schemes were given by our company to boost up sales. These two LBT schemes paid me well as I had selected top 100 HEG, Chemist & Food Store and these schemes worked very well in them. Thus it became easier for me driving sales of Tang up to 3tons in just 10 days. System analysis was a continuous process that was done by me throughout the project. It is very important to understand any organizations system in order to work in it and improve it. I would like to quote my external guide, Mr. Karan Bhaskar‟s statement that system of an organization decides the organization‟s growth or decline.

CHAPTER 1

INTRODUCTION

1.1 COMPANY PROFILE

COMPANY HISTORY Cadbury is a British confectionery company owned by Mondelēz International and is the industry's second-largest globally after Mars, Incorporated.[2] Cadbury was established in Birmingham by John Cadbury in 1824, who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers good living conditions. The company is best known for its confectionery products including the Dairy Milk chocolate, the Creme Egg, and the Roses selection box. Dairy Milk chocolate in particular, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's bestselling product. Creme Eggs are made available for sale in the United Kingdom from January of each year until Easter, and are the bestselling confectionary product in the country during the period.

1824–1900: Early history In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, England. He later moved into the production of a variety of cocoa and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because of the high cost of production. John Cadbury became a partner with his brother Benjamin and the company they formed was called 'The Cadbury Brothers of Birmingham'.[6] The brothers opened an office in London and in 1854 they received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s the industry received a much needed boost, with the reduction in the high import taxes on cocoa, allowing chocolate to be more affordable to everybody. Due to the popularity of a new expanded product line, including the "Cadbury's Cocoa Essence", the company decided to not sell as much tea in 1873. Master confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with the Cadbury brothers, which led to an assortment of chocolate covered products. Taking over the business in 1861, John Cadbury's sons Richard and George decided in 1878 that they needed new premises. Better transport access for milk that was inward shipped by canal, and cocoa that was brought in by rail from London, Southampton and Liverpool docks was taken into consideration. With the development of the Birmingham West Suburban Railway along the path of the Worcester and Birmingham Canal, they acquired the Bournbrook estate, comprising 14.5 acres (5.9 ha) of countryside 5 miles (8.0 km) south of the outskirts of Birmingham. Located next Stirchley Road railway station, which itself was opposite the canal; they renamed the estate Bournville and opened the Bournville factory the following year.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own expense, a model village which would 'alleviate the evils of modern more cramped living conditions'. By 1900 the estate included 314 cottages and houses set on 330 acres (130 ha) of land. As the Cadbury family were Quakers there were no pubs in the estate; in fact, it was their Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to alcohol. 1900–2007 In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1914. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury was the brand leader in the United Kingdom. These were accompanied by several other products: Flake (1920), Cream-filled eggs (1923), Crunchie (1929) (Crunchie was originally launched under the Fry's name but later adopted by Cadbury's) and Roses (1938).[9] Cadbury's Milk Tray was first produced in 1915 and continued in production throughout the remainder of the First World War. More than 2,000 of Cadbury's male employees joined the Armed Forces and to support the war effort, Cadbury provided clothing, books and chocolate to soldiers. After the war, the Bournville factory was redeveloped and mass production began in earnest. In 1918, Cadbury opened their first overseas factory in Hobart, Tasmania and in 1919 undertook a merger with J. S. Fry & Sons, another chocolate manufacturer, resulting in the integration of well-known brands such as Fry's Chocolate Cream and Fry's Turkish Delight.[6] During World War II, parts of the Bournville factory were turned over to war work, producing milling machines and seats for fighter aircraft. Workers ploughed football fields to plant crops. As chocolate was regarded as an essential food, it was placed under government supervision for the entire war. The wartime rationing of chocolate ended in 1950, and normal production resumed. Cadbury subsequently built new factories and had an increasing demand for their products. Schweppes merger (1969) The Cadbury Schweppes logo used until the demerger in 2008 Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. Cadbury Schweppes went on to acquire Sunkist, Canada Dry, Typhoo Tea and more. In the US, Schweppes Beverages was created and the manufacture of Cadbury confectionery brands was licensed to The Hershey Company. Schweppes demerger In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into two separate entities: one focusing on its main chocolate and confectionery market; the other on its US drinks business.[13] The demerger took effect on 2 May 2008, with the drinks business becoming Dr. Pepper Snapple Group Inc.[3] In December 2008 it was announced that Cadbury was to sell its Australian beverage unit to Asahi Breweries.[14]

2003 Name rebrand In 2003, Cadbury dropped the 's' from its name and renamed the brand to Cadbury. The reason behind this change was because the company found that it was a much more suited, rounded name than the previous "Cadbury's". This change was officially announcement on the 19th December 2002.

2007–2010 In October 2007, Cadbury announced the closure of the Somerdale Factory, Keynsham, formerly and part of Fry's. Between 500 and 700 jobs were affected by this change. Production transferred to other plants in England and Poland.[15] In 2008 Monkhill Confectionery, the Own Label trading division of Cadbury Trebor Bassett was sold to Tangerine Confectionery for £58 million cash. This sale included factories at Pontefract, Cleckheaton and York and a distribution centre near Chesterfield, and the transfer of around 800 employees.[16] In mid-2009 Cadbury replaced some of the cocoa butter in their non-UK chocolate products with palm oil. Despite stating this was a response to consumer demand to improve taste and texture, there was no "new improved recipe" claim placed on New Zealand labels. Consumer backlash was significant from environmentalists and chocolate lovers. By August 2009, the company announced that it was reverting to the use of cocoa butter in New Zealand. In addition, they would source cocoa beans through Fair Trade channels. In January 2010 prospective buyer Kraft pledged to honour Cadbury's commitment. Acquisition by Kraft Foods The acquisition of Cadbury faced widespread disapproval from the British public, as well as groups and organisations including trade union Unite, who fought against the acquisition of the company which, according to Prime Minister Gordon Brown, was very important to the British economy. Unite estimated that a takeover by Kraft could put 30,000 jobs "at risk", and UK shareholders protested over the mergers and acquisitions advisory fees charged by banks. Cadbury's M&A advisers were UBS, Goldman Sachs and Morgan Stanley. Controversially, RBS, a bank 84% owned by the United Kingdom Government, funded the Kraft takeover. On 2 February 2010, Kraft secured over 71% of Cadbury's shares thus finalising the deal. Kraft had needed to reach 75% of the shares in order to be able to delist Cadbury from the stock market and fully integrate it as part of Kraft. This was achieved on 5 February 2010, and the company announced that Cadbury shares would be de-listed on 8 March 2010. On 3 February 2010, the Chairman Roger Carr, chief executive Todd Stitzer and chief financial officer Andrew Bonfield all announced their resignations. Stitzer had worked at the company for 27 years.[41]

On 9 February 2010, Kraft announced that they were planning to close the Somerdale Factory, Keynsham, with the loss of 400 jobs. The management explained that existing plans to move production to Poland were too advanced to be realistically reversed, though assurances had been given regarding sustaining the plant. Staff at Keynsham criticised this move, suggesting that they felt betrayed and as if they have been "sacked twice". On 22 April 2010, Phil Rumbol, the man behind the famous Gorilla advertisement, announced his plans to leave the Cadbury Company in July following Kraft's takeover.

In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of Korea. The European Commission made the sale a condition of the Kraft takeover. As part of the deal Kraft will keep the Cadbury, Hall's and other brands along with two plants in Skarbimierz. Lotte will take over the plant in Warsaw along with the E Wedel brand.

Mondelez On 4 August 20, Kraft Foods announced they would be splitting into two companies beginning on 1 October 2012. The confectionery business of Kraft became Mondelēz International, of which Cadbury is a subsidiary.

OVERVIEW OF THE COMPANY Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations, and Gems. Bournvita i s t h e l e a d i n g M a l t e d F o o d D r i n k i n t h e country. Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then we have expanded our business throughout the world by a program me of organic and acquisition led growth. On 7 May 2008, the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company. We make and sell three kinds of confectionery: chocolate, gum and candy We operate in over 60 countries John Cadbury opened for business in 1824 - Making us nearly 200 years young We work with around 35,000 direct and indirect suppliers We employ around 45,000 people Every day Millions of people around the world enjoy our brand Cadbury is the world's largest confectionery company and its origins can be traced back to1783 when Jacob Schweppes perfected his process for manufacturing carbon ated mineral water in Geneva, Switzerland. In 1824, John Cadbury opened in Birmingham selling cocoa and chocolate.

COMPANY HISTORY – CADBURY INDIA 1948 - The Company was incorporated on 19th July, as a private limited company under the name of Cadbury-Fry (India) Private Limited and commence business soon thereafter. Manufacturing facilities were set up gradually. 1964 - The Company undertook at its own cost and responsibility the development of cocoa growing in the country. A specialist cocoa advisory service was created. A cocoa research centre was also created together with seeding nurseries and distribution centres. - Through its subsidiary, Induri Farm Ltd., the Company had set up facilities near Pune to breed cattle that would give improved yield of milk at economic feeding costs. 1967 - Cadbury introduced the `Five Star and Gems' chocolates in 1967 and 1968 respectively. 1977 - The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd., to Cadbury India Pvt. Ltd., on 7th June. It was converted into a public limited company on th June. An agreement was entered into with Cadbury Overseas Ltd., (COL) U.K., on 3rd May, for technical services concerning new products and processes. - The Company entered into an agreement with CSOL for the grant of a licence for continued use of the word `Cadbury' as part of the Company's corporate name. - The Company was granted a letter of intent for the manufacture of 6,000 tonnes per annum of processed vegetable oils/fats (cocoa butter substitute) wholly for export. - The Company also received a letter of intent for setting up manufacturing facilities in Jammu & Kashmir for the production of apple juice concentrate. Approval of Government was received for technical collaboration with Bulmer's of the U.K.

- After the offer for sale in December and new issue of capital in May 1979, the non-resident holding in the Company was reduced to 40%. - With a view to upgrading the present technology, improve quality of the products, the Company proposed to acquire technology and process know-how from Cadbury Schweppes (CSP) who offer the said services only to their wholly owned subsidiary companies.

1979 - Industrial licence for the apple juice project was received and the project was commissioned on 16th September, 1980.

1981 - The Company received a certificate to manufacture 2,200 tonnes of chocolates at Indori. 1982 - On 17th December, the name of the Company was changed from Cadbury India Ltd., to Hindustan Cocoa Products Ltd., consequent to 60% of its shares being held by the Indian public.

1984 - The company launched its dairy milk chocolate, which has now become the flagship brand of the company. A diversification into the ice-cream market in 1989 by introducing Dollops was undertaken in a strategic alliance with Brooke Bond India (a subsidiary of Unilever), which was sold off to the latter in 1992. 1985 - The Company explored the possibilities of entering into the business of software export. 1986 - The Company received approval of the Company Law Board for undertaking software business and efforts were taken to explore the opportunities both at home and export markets. 1987 - In chocolate group, the Company launched new products such as `Crackle', `Orange', `Strawberry Krisp', `Mello', and `Wildlife bar'. For every `Wildlife bar' sold, the Company makes a contribution to the Wildlife fund, as per an agreement entered into with the fund. In The foods drinks, the Company launched `Choc O Cheer.

1988 - The Chocolate division introduced some more new products to upper and lower ends of the market. In the food drinks area, a higher protein drink under the brand name `Enriche' was successfully introduced. The Company diversified into ice-cream market and a product under the brand name `Dollops' was test marketed in Hyderabad on New Year‟s Day. - In order to meet the growing demand for the Company's food drink products, it was decided to establish a new factory at Malanpur, Bhind District in the State of Madhya Pradesh. 1989 - The product of the food drinks was marketed under the brand name `Enriche'. - Effective 1st December, the name of the Company was changed from Hindustan Cocoa Products, Ltd. to Cadbury India, Ltd. to reflect the wider range of products manufactured/marketed by the Company. 1993 - With effect from 18th July, the Company's Ice Cream business comprising manufacturing arrangements with two well known brands Dollops & Lopstop was transferred to Brooke Bond India Ltd. for a consideration of Rs 1062.65 lakhs and an assurance from the company to Brooke Bond that they would not make or sell Ice creams for a period of 8 years.

1994 - The Company undertook a modernization and rationalisation programme at its Malanpur factory at a cost of Rs 40 crores. 1995 - `Perk' was launched from its Malanpur plant. Towards the end of 1996, the Company has launched a new range of sugar confectionery, `Googly', a tangy, fizzy fruit flavoured candy in Chennai under the brand name `Trebor'.

1997 - Cadbury India Ltd has launched Truffle - flavoured soft centre moulded chocolate bar. The product was launched in Calcutta, Mumbai and New Delhi during October with subsequent launches planned in Bangalore, Chennai, Hyderabad and other mini-metros in a phased-manner in November. - Cadbury India is launching its well-known beverage Bournvita in sachets.

1998 - Cadbury's launches Picnic: Cadbury India Ltd on March 23 announced the launch of Picnic in Karnataka. It is being made at a specially imported new line in the state-of-the-art factory near Gwalior. - Cadbury India is celebrating its golden jubilee in India. To commemorate the occasion, the company has organised a series of events for the employees and business associates in Mumbai, the branch offices and plant sites. - The Board of directors of Campco have approved the proposal to enter into an agreement with Cadbury. - Cadbury India is exploring the possibility of generating revenue from Cadbury House, its corporate headquarters at Pedder Road in south Mumbai. 1999 - Cadbury India Ltd has launched a new product, `Nice Crem', under its sugar confectioner business. The sugar candy has been launched only in Mumbai. - During 1994-95, Cadbury's entire ranges of products were introduced in Bangladesh. Its new wafer product, Perk, was launched in Sep.'95, in Mumbai, Delhi, Calcutta, Pune and Goa. The company launched a new range of sugar confectionery, Googly a tangy, fizzy, fruit flavoured candy in Tamil Nadu under the Trebor umbrella brand name. 2000 - Cadbury's has introduced Perk Slims, a slimmer version of the “Wafe”. - The Company has re-launched Perk, its chocolate-coated wafer; it has four new layers covered in Cadbury Dairy Milk Chocolate. - Cadbury India Ltd. has launched a range of gift packs for Diwali. - The Company had entered into a Memorandum of understanding on July 5th, to sell its immovable property at Colaba, Mumbai. 2001 - Mathew Cadbury will take over as the new managing Director of the Rs 5-crore Chocolate confectionery major, Cadbury India Ltd. with effect from February 5. - The Company has launched Sweet Nothings range of gift packs for Valentine Day.

2002 - Cadbury Schweppes Plc acquires 39.34% stake in its Indian subsidiary Cadbury India Ltd.

-Cadbury Schweppes Plc developed a new phenomenon allowing its consumers to define its brand profile. -Cadbury India has executed an agreement with Kalpataru Properties Pvt. Ltd. for sale of land at Thane. -Cadbury's market share has dipped to 70.7% due to competition. -Cadbury India tapping unconventional marketing channels like non-retail chains to drive their market expansion. -The Maharashtra Food and Drugs Administration seize stocks and charges Cadbury with miss-branding. -Cadbury's buy out of Pfizer‟s confectionary brand is expected to set a strong base in the oral gratification category 2003 - Cadbury India launches Cadbury's Heroes, which is a blend of company's leading brands. -Adams will now be a part of the mass markets division of Cadbury India. -Cadbury has roped in advertising firm called Lemon to handle creative for its products temptation and milt treat. -Cadbury India has dropped Carat India and roped in Madison Media for the media planning and buying. -Cadbury India re-launched its flagship brand 'Cadbury Dairy Milk'. -Cadbury to tie up with BPL Mobile for SMS vending services. -Cadbury India has been identified as 'innovation centre' by its overseas parent. 2004 -Amitabh Bachchan new brand ambassador for Cadbury Dairy Milk 2005 - Cadbury Schweppes Asia-Pacific has announced that Mr Bharat Puri, Managing Director of the Indian sub-continent, has been appointed Commercial Strategy Director for Asia-Pacific and will be based in Singapore 2007 - Cadbury India has rolled out a wafer-based chocolate called 'Ulta Perk' nationally. 'Ulta Perk' has been test marketed in southern states like Tamil Nadu and Karnataka for over 6 months and is now being launched in other parts of India. The product is targeted towards teenagers and youth. 'Ulta Perk' will be the second product offering from Cadbury in the chocolate-wafer segment, after the 'Perk' brand.

1.2 OBJECTIVES OF THE STUDY

I have done my project on 3 objectives and they are as follows:

1. Deployment of visual coolers in market.

2. Driving sales target for a particular product of Cadbury i.e. Tag in market.

3. Understanding the work system that is followed by Cadbury in order to manage its market.

1.3 LIMITATIONS OF STUDY

Limitations of my project are as follows:

1. While conducting the study I was able to work with only one product of Cadbury that is Tang. 2. Since I was working in metro hence I was unable to understand the cold chain situation in up country or rural areas. 3. While conducting study a contingency problem, LBT strike of retailers continued for few days because of which company had to face lots of problems. The problems faced by company couldn‟t be taken into consideration in present study. Such contingency problems impinge upon marketing strategy and taking their impact into account will help in understanding the problem holistically.

METHODOLOGY

RESEARCH METHODOLOGY Definition of research is given by Creswell who states - "Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue". It consists of three steps: Pose a question, collect data to answer the question, and present an answer to the question. Research is often conducted using the hourglass model structure of research. The hourglass model starts with a broad spectrum for research, focusing in on the required information through the method of the project, and then expands the research in the form of discussion and results. The major steps in conducting research are:       

Identification of research problem Understanding the research problem Specifying the purpose of research Determine specific research questions Data collection Analyzing and interpreting the data Reporting and evaluating research

Since, my project is not a research project therefore I haven‟t used any form of research tools and techniques to perform my project. Therefore, for better understanding of the project I would like to write the methodology based on which I did my project.

METHODOLOGY OF MY PROJECT My project deals with category analysis of TANG as well as deployment of visibility coolers (Visi – Coolers) in the markets. The project also aims to study the system analysis of Cadbury. The whole project was divided into three phases.

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Phase I: - In the first phase, I was given work to understand the cold chain system at Cadbury and deploy visibility coolers in retail stores on basis of their sales and performance.

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Phase II: - In phase II, I had to do a sales drive for product “TANG” and achieve a given target provided to me by the organization.

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Phase III: - In phase III, I had to analyze the system that is followed at Cadbury.

CHAPTER 3

THEORETICAL BACKGROUND

MARKETING OF CHOCOLATES IN INDIA

Traditionally, chocolates were always targeted at children. But stagnancy in growth rates made the companies re-think their strategies. Cadbury was the first chocolate company that took the market by storm by repositioning brands at adults, as opposed to children. BUYING BEHAVIOUR Chocolates are consumed as indulgence and not as snack food, as prevalent in western countries. Almost 75% chocolates are impulse purchases. Chocolates are bought predominantly by adults and gifted to children. The wholesaler usually deals in all kinds of FMCG goods, Foodstuff in addition to the chocolates. The items like chocolates are placed near the counter. Chocolates are kept in cardboard boxes and are also delivered in the same. In a few of the cases the chocolates were kept separately (as per equipment provided by the manufacturer – e.g. VISI Coolers), In addition to marketing promotions companies have been focusing extensively on the promotions by the sales staff. Also the companies can devise there marketing strategies that are catering to specific segments and are thus more effective. NATURE OF RETAIL OUTLET Chocolates are primarily sold through Kirana Stores, Gift stores, Medical Stores, canteens, Pan-Bidi stores, Bakeries, Sweet Shops etc. This is true for chocolates also. The space allocated for the chocolates was less when compared to the total area of the shop. Of the space allocated for chocolates, Cadbury brands occupied more than Nestle brands. The chocolates category thrives on excitement. It's all about giving the consumer a choice and taste which they enjoy. STOCKING OF THE PRODUCTS In most of the cases, various brands of chocolates are kept together. In some of the cases the chocolates are stocked depending on the manufacturer‟s provision. The chocolates are kept in Glass Jars and boxes – These are provided by the respective companies along with the product. The chocolates are kept there. But in most of the cases chocolates are stocked near the counter. Ideally the shopkeeper tries to keep chocolates within the reachable (sitting on the counter) distance. Chocolates are kept at or below the eye level. This is to facilitate visibility of the chocolates for the customer who is visiting the store.

PROBLEMS & CHALLENGES IN INDIAN CHOCOLATE INDUSTRY TEMPERATURE A peculiar problem that hinders the distribution to far-off places is the tendency of chocolates to melt under even moderate heat. The temperatures can reach as high as 48 degrees in summers, whereas chocolate starts melting at body temperature (about 37-38 degrees) .Manufacturers have to take precautionary measures to ensure the preservation of chocolates especially in summer. UNAVAILABILITY OF CONTROLLED REFRIGERATION India does not have controlled refrigerated distribution. Air-condition supermarkets are rare. Cadbury loses 1.5 percent of annual sales of Rs. 6.8 billion to heat damage. Companies revise ingredients to make chocolate withstand heat, and so Indian chocolates are more resilient to heat than European chocolates by a factor of 2 degrees. Ironically, the chocolate market has grown recently because smaller retailers have stuffed fridges and coolers supplied by the cola companies Coke and Pepsi with chocolates. Nestle and Cadbury have tried to provide loans for retailers to buy fridges, but to hold down power costs the shopkeepers switch off the fridges at night. As a result the cocoa fat melts and migrates to the main body of the chocolate bar. When the cooling is switched on in the morning, the cocoa fat solidifies and turns white, presenting a bizarre, un-sellable white on black form. Nestle tried to provide fridges with see-through doors, but was appalled to see its chocolates sandwiched between dead chicken, butter and vegetables. Small coolers were provided to retailers to keep the chocolate from melting, but that didn't quite do the trick. Electricity costs money and is not provided in a uniform way, so on and off the electricity goes and the product may suffer. RAW MATERIALS Cocoa is the key raw material and accounts for around 35% of the total material cost (including packaging) of chocolates. The price of cocoa has been hitting a new high of late. TRANSPORTATION Chocolate needs to be distributed directly, unlike other FMCG products. 90% of our products are sold directly to retailers. Building such a direct network in rural areas is a daunting task since the infrastructure is poor in India in rural areas. THREAT FROM IMPORTED BRANDS Free availability of imported brands bought through illegal routes pose a threat to the domestic chocolate industry. Usually, these imported chocolates taste better than domestic chocolate due to recipe difference. Hence consumers who are willing to spend a little more, prefer these imported chocolates. However, the premium brands, which come through official channels, do not pose a threat to the market, as these cater to a small niche market. However there is a lot of dumping from neighbouring countries like Dubai, Nepal, etc of inferior brand of imported chocolates. These are not only of low quality, but are brought very near to their expiry dates. Most of the cheap chocolate brands that are available do not meet Indian Food Regulations.

EXTERNAL FACTORS AFFECTING GROWTH OF CHOCOLATE INDUSTRY IN INDIA • Good monsoon ensures adequate availability of raw materials, which are mainly agricultural in nature. Raw material prices have significant influence on margins. • Government policies in terms of licensing, duties, movement of agricultural commodities etc. also affect the introduction of products, time lag for a product launches, taxes, excise, etc all influence the business. • Market growth driven by overall economic growth and urbanization also contributes. An overall booming economy will consume tonnes of chocolates because consumer spending increases. Also, the absolute number of consumers in middle class & upper middle class increases. • Rupee depreciation improves export realizations; however it also makes import of raw material (esp. cocoa) expensive.

PRODUCT KNOWLEDGE

A brief idea about all the products that Cadbury India Ltd. manufactures in different categories (Chocolate, biscuits, mint, candy, drinks) was given to me. For better understanding of products, actual samples where provided. This gave me a better idea about different SKUs that Cadbury India Ltd. produces. Brands include: -

1. Cadbury Dairy Milk (CDM): It is one of the oldest (since 1905) and popular chocolate brands the world over, this product came in India in the year 1948. There are various variants of the product and they are as follows: Roast Almond (RA), Fruit and Nut (FN), Crackle (CR), Wowie. CDM is undisputed market leader in India with nearly 35% market share.

2. 5 – Star: This product of Cadbury was launched in year 1969 as a bar of chocolate that was hard from outside and soft caramel nougat from inside. 5 – Star is a leading knight in Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%. There are few variants of 5 – Star and they are as follows: Fruit and Nut, Crunchy and Wafer Construct and Cadbury Perk targeted the casual snacking space that was primarily dominated by chips and wafers.

3. Perk: Cadbury launched its new offering that was Cadbury Perk in year 1996. With its light chocolate and wafer construct Cadbury Perk targeted the capsule snacking space that was previously dominated primarily by chips and wafers.

4. Cadbury Dairy Milk Silk: Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as a welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience. Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market.

5. Cadbury Oreo: Launched in India in March 20 the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912. That original formula was so perfect that it has hardly been modified since. Each year more than 7.5 billion Oreo Biscuits are eaten, making it the world‟s No. 1 biscuit. Paired with a glass of milk, it is the perfect snack. Children across the world teach their parents the fun way to eat Oreo – twisting the biscuit open, licking the cream, and then dunking the biscuit in milk. It‟s no wonder then, that families the world over, come together over this tasty snack. Oreo facts:  

      

The design on every Oreo biscuit consists of 12 flowers, 12 dots and 12 dashes per side. Because everybody twists, licks and dunks their Oreo‟s, somebody actually invented a Biscuit Dunker, designed to keep your fingers from getting wet when you dunk your Oreo Biscuit into the glass of milk. The first Oreo biscuit was sold in 1912. If every Oreo Biscuit ever made were stacked on top of each other, the pile would reach to the moon and back more than five times. 50% of Oreo biscuit eaters twist their biscuit apart before eating it, with women twisting them open more often than men. If all the Oreo biscuits ever made were placed side-by-side, they would encircle the earth 381 times at the equator. The crème filling used in Oreo biscuits in one year could ice all the wedding cakes served in the United States for two years! That's 4,724,000 three-tier wedding cakes. Oreo is sold in over a 100 countries and is the best- selling biscuit of the 21st Century. Approximately 25 billion Oreos are eaten per year. (That‟s about 70 million per day, or 800 per second!).

6. Tang: The world‟s favourite powdered beverage –Tang, is now available in India the delicious and refreshing flavours of Orange, Lemon & Mango. Launched in March 20, the combination of yummy taste and micronutrients such as Iron, Vitamin A B & C makes it a favourite with moms. At an affordable price, mothers are able to make a deliciously refreshing, nutritious and convenient drink for their kids. One of our power brands in India, Tang is right on trend as it delivers a winning bundle for consumers - affordability, convenience, nutrition and great fruit taste! Tang. Sold in more than 30 countries, Tang, is the latest brand from the Kraft Foods portfolio to enter the “billion dollar” brands club. Advertising: In 20, Tang launched its first advertising campaign in India. Directed at mothers, who continuously strive to create a fun and exciting atmosphere to bring out the best in their child, the campaign is aimed at bringing forth the innate creativity, talent and enthusiasm in every child. `Aaja Rang De‟- the campaign‟s central thought, is a lyrical and visual manifestation of adding zest and colour to a child‟s life. Facts about Tang:   

Tang is Kraft Foods‟ 12th brand to soar past the $1 billion mark in annual revenues globally. Tang is one of the 10 power brands within Kraft Foods Developing Markets business. At more than three times the size of its nearest competitor (Euro monitor 2010), Tang quenched the world‟s thirst with more than 20 billion servings in 2010 across 90 countries

7. Halls (Mint): Halls was first launched in India in 1968 and soon established itself as a „therapeutic‟ candy competing in the cough lozenge market. Halls came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery. Halls has had a colourful advertising history in India and was in fact, one of the earliest brands to advertise on television in India. In the 1980‟s, ads featuring Meenakshi Sheshadri and later, Vijeta Pandit on its unique „vapour action‟ formula with a classic Halls Jingle were aired which established the brand firmly in the market. In the 90‟s, Halls advertising adopted a different take with its „Traffic Jam‟ advertising where Halls restores order to a situation of chaos. The early 2000‟s saw Halls advertising on the „refreshment‟ platform. Over the years Halls has been strongly positioned on the `soothes sore throat‟ benefit in the consumers mind. Halls continues to be one of the leading mint brands in India even in the changed competitive context. Our Advertising In 2008 Halls was re- launched with an improved product, packaging and refreshed communication highlighting the brand benefit of `Intense Cooling‟ and positioning the brand as a cooling candy. The Airplane TVC featuring Vinay Pathak went on to become one of the most recalled commercials in 2008 and firmly positioned the brand with the benefit of `Thandi Saans Ka Blast‟ Halls introduced a new Lime Menthol Flavour along with the `Polar Bear‟ TVC on air in 2009. The Polar Bear commercial has gone on to find appeal & engagement amongst all age groups and strongly positions Halls as the ultimate cooling candy. This, along with the hugely successful Lime Menthol flavour has helped re-store market leadership status to the brand since 2010.

8. Bubbaloo (Gum): Bubbaloo took its first steps in the international confectionery market in the year 1984. With its launch in the Indian market in 2007, the definition of bubble gum underwent a juicy change! Bubbaloo is synonymous with flavoured fun in bubble gums! Bubbaloo stands out because of its unique flavoured liquid filling. There is a Bubbaloo for everyone, and that is why bubble gum fans will continue loving it for years to come! Advertising In December 2010, Bubbaloo launched `Decision Gum‟, an innovative new product that helps one Make Decisions! As a teenager, decision making is tough, especially, when someone else is making them for you, most of the time! Enter Bubbaloo‟s cool new Decision Gum. A unique variant of Bubbaloo‟s Cool Mint flavour, the Decision Gum colours your tongue red or green. In a moment of indecision, pop in the Decision Gum and take the decision into your own hands- if it is a green, it‟s a yes and a red tongue means a no go. Targeted at teenagers, the Decision Gum marks Bubbaloo‟s continuous efforts to up-age the target audience. This new innovation is supported with a campaign that tells the story of every teen‟s live – indecision. And how Bubbaloo‟s Decision Gum helps solve the dilemma in the mind of our teen protagonist! In February 2010, when the bubble gum brand launched Bubbaloo Cool Mint, the mint flavoured bubble gum Bubbaloo Cool Mint went on to become a rage with teenagers.

9. Bournvita & Bournvita Li'lChamps: Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Launched in 1948, throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. The brand has been an enduring symbol of mental and physical health ever since it was launched. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star. Our Advertising: “Tayyari jeet ki!” (Preparing to win) Today‟s world is an increasingly competitive place for children. They aren‟t just expected to do better, but also do more. Keeping this in mind, Cadbury launched the new Bournvita in 2010 and launched a new campaign “Tayyari jeet ki!” (Preparing to win) Cadbury Launched in 2008, Bournvita Li'l Champs is a milk additive product. It has been specially formulated with scientifically proven ingredients like DHA & Whey protein, making it ideal for children between the formative years of 2 to 5 yrs.

10. Gems & Gems Surprise: Cadbury is known to make chocolates with a difference and Gems is yet another unique offering. What makes Gems different is the way the chocolate has been designed; a little button of chocolate covered with colourful candy shell with attractive packaging. Quite predictably, Gems became a big hit given its unique taste and shape. Having grown up with the brand, a lot of teens and adults consume Gems as well. Cadbury in order to counter Kinder Joy, an international product from the Ferrero range launched Gems Surprise. It contains Gems on one side and toy on the other side in a plastic ball. The product is priced at Rs 30 in order to beat its competing product Kinder Joy. Advertising: After tasting success with kids, Brand Gems decided to up-age through its communication. In 2009, the `Rangeen Panda Ki Rangeen Pasand‟ commercial went on air highlighting the fact that Gems can add colour to otherwise routine and dull life. In this commercial, a black & white Panda takes the colour of the Gems that is eaten signifying a change in his slow, deliberate life into an exciting fun-filled one. The world of the coloured panda promises fun which doesn‟t exist in the otherwise routine world. Cadbury Gems is now positioned as `Rangeen Panda Ki Rangeen Pasand‟ Since 2009, all commercials of Gems have used the colourful panda as a pneumonic and the consumers have given it a big thumbs-up. In the latest commercial, the colourful Panda reveals his inner self beneath his colourful exterior; and it turns out to be chocolaty like Gems.

. Eclairs: Cadbury Éclairs has been present in India since 1971 and has remained a favourite with adults and kids alike. The credit for making éclairs goes to an English confectionary firm which devised this delicious formula in the 1960s. This tasty wonder with indulgent chocolate wrapped in soft, chewy caramel came to Cadbury in 1971, when Cadbury took over this confectionary firm. In 1994 the brand took on the purple and gold packaging which has been its trademark since then. The brand has remained a favourite and its franchise in India has grown manifold since then. In the year 2009, Cadbury Éclairs was re-launched with an enriched chocolate centre. The chewy caramel was also made softer improving the product significantly. Cadbury Éclairs is also available in a pocket pack which is preferred by teenagers and heavy consumers who find the brand irresistible. In 20, Cadbury Éclairs heralded the New Year with another exciting addition to its fold - the new Cadbury Eclairs Rich Brownie. The luscious new candy contains an indulgent brownie flavour in its caramel and pure Cadbury Dairy Milk chocolate in its centre. The new addition has already become a favourite of consumers who love the great flavour and the superior chocolate gush you experience as soon as you bite into the candy. Advertising: In 2009, Éclairs underwent a makeover. An extra gush of liquid chocolate encased in softer caramel and a brand new package ensured that Éclairs would continue to be an all time favourite. `Chocolate Ka Meetha Bomb‟ campaign was launched in order to promote the new improved Éclairs. The romanticism of this treat called Éclairs was enhanced with the `Doob Le Zara‟ campaign in 2010. Cadbury Éclairs rang in the New Year 20 with an exciting new addition – the new Cadbury Éclairs Rich Brownie priced at Rs. 2. Cadbury Éclairs Rich Brownie packs in a smooth brownie flavour enveloped in delicious caramel. At the heart of the candy is of course a gush of Cadbury Diary Milk chocolate. Called the “Chocolate Fountain”, Cadbury Éclairs urges consumers to enjoy the great gush of delicious chocolate that hits their taste palate every time they have an Éclairs Rich Brownie.

12. Bournville: Hailed as Cadbury‟s answer to the emerging market of luxury chocolates, Cadbury unveiled Bournville – the Indian formula for dark chocolate in 2009. Advertising: The creative route taken was “You don't buy a Bournville you earn it” which aptly describes it as a chocolate meant for consumers with a mature palate. The campaign has successfully built Bournville with special credentials based on its distinct rich intense taste, quality ingredients (best Ghanaian Cocoa) and a British heritage.

13. Toblerone: It is the legendary triangular Swiss chocolate, is over a century-old brand and prides itself on being the only triangular chocolate in the world. It is manufactured only in one factory, Bern Brunnen in Switzerland and exported to countries all across the world. It is the most preferred premium gifting chocolate for globe-trotters and is the No. 1 brand across duty free stores at airports across the world Toblerone was brought to India in 2012 in the classic „Milk Chocolate‟ flavour and is now widely available in 5 pack sizes. The launch of Toblerone in India is in line with the business objective of growing and leading the premium gifting chocolate market with „Gift like no one else‟ as the brand theme.

CLASSIFICATION OF RETAIL ENVIRONMENT Types of REs in Traditional Trade are as follows: High End Grocers: Grocers and General Stores which deal in grains, provisions, spices, oil and branded FMCG products can become HEGs. The only criteria that an outlet has to fulfil so that it comes under HEG category is, they have to buy Cadbury products worth Rs. 8000/- average purchase, and space of 300 sq.ft and above and with one helper along with owner and also presence of MFD with 4 facings of large packs and above. Consumer purchases monthly goods

Low End Grocers: Grocers and General Stores which are not HEGs and buy Cadbury products less than Rs. 8000/- fall under this category. LEG stores are use for daily requirement and are typically used for top – up (emergency purchase).

Food Stores: Outlets who earn by selling food products, for example snack stores, sweet marts, ice-cream shops, bakeries etc. are covered in food stores category. These outlets main business comes from baked products and not from FMCG groceries such as soaps, detergents, etc.

Chemists:Outlets that are selling ethical allopathic medicines and also stocking FMCG goods like sachets, western snacks (potato wafers) and sugary confy.

Pan Kiosks:Pan Kiosks are outlets selling Pan/Bidi/gutka and also stocking some FMCG products like chocolates, sachets, potato wafers, etc.

Modern Trade has 2REs: Hypermarkets and Supermarkets: Hypermarkets:Self Service outlets that satisfy all of the below requirements:    

Sell food and non food items Have >= 5 checkout counters Are air conditioned Are > 20000 sq feet in area

Supermarkets (Small Super & Large Super): 

These are self service outlets that have at least 1 computerized checkout counters. Supermarkets are further divided into 3 formats: Large, Small & Basic Small Supers. o Large Supers are >3000 sq. feet o Small Supers are 50% of overall business to other retailers are known as wholesale stores. In the case of Cadbu ry, if the wholesaler does comfy whole selling but does retailing mainly for chocolates (selling to consumers) in that case he/she is still a wholesaler for the comp lete business and would be enrolled as a wholesaler.

New Channel Development and Institutional: NCD will cover all stores that are present in schools, cinemas, music shops, departmental stores, clothing retailers, airports, railway stations, BPO‟s, off ice canteens.

LIST OF TOP RE OUTLETS THAT I HAVE WORKED WITH

Sr. No.

Sales Hierarchy

1

10

MAMTA TRADERS&VARITIES (HANDEWADI RD) SHRINIVASA SUPER SHOPY (H.WADI) BHAGYALAXMI SUPER MARKET.(MAGARPATTA) DINESH SUPER MARKET (MAGARPATTA) MAA DURGA SHOPY HOUSE (MAGARPATTA CITY) PANCHAM MARKET. (MAGARPATTA) PUNGLIYA ENTERPRISES. (MAGARPATTA) RAJSHREE TRADERS (MAGARPATTA) MAHALAXMI SUPER MARKET (NIBM-NR,ROYAL)) MAYUR SUPER SHOPEE. (N I B M)

RDSM

RE

HANDEWADI RD

SURESH PATIL

HEG

HANDEWADI RD

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

MAGARPATTA 2

SURESH PATIL

HEG

N.I.B.M. 2

SURESH PATIL

HEG

N.I.B.M. 2

SURESH PATIL

HEG

11 12

PAVAN SUPER MARKET (N.I.B.M.)

N.I.B.M. 2

SURESH PATIL

HEG

PRAKASH SUPER SHOPEE (NIBM)

N.I.B.M. 2

SURESH PATIL

HEG

13

BALAJI SUPER MARKET [WAN-JAGTAP CHOWK] BHAWANI MEDICAL.(SALUNKHE VIHAR) KRISHNA SUPER MARKET (PARMAR PARK) MAHALAXMI SUPER MARKET(WA-RAHEJA) MAMTA MEDICAL.(WANWADI)

SALUNKHE VIHAR 1

SURESH PATIL

HEG

SALUNKHE VIHAR 1

SURESH PATIL

CH

SALUNKHE VIHAR 1

SURESH PATIL

HEG

SALUNKHE VIHAR 1

SURESH PATIL

HEG

SALUNKHE VIHAR 1

SURESH PATIL

CH

SALUNKHE VIHAR 1

SURESH PATIL

CH

SALUNKHE VIHAR 1

SURESH PATIL

HEG

20

PLAZA MEDICAL (SACRED HEART) PLAZA SUPER MARKET (WANWADI) PRINCESS NOVELTY. (WANAVDI)

SALUNKHE VIHAR 1

SURESH PATIL

HEG

21

AGARWAL SWEETS (GADITAL)

HADAPSAR PP

SURESH PATIL

FS

22

PARIHAR SWEET (GADITAL)

HADAPSAR PP

SURESH PATIL

FS

23

PURABJI SUPER MARKET (HADAPSAR RD) RAMESH SUPER MARKET. (HDP)

HADAPSAR PP

SURESH PATIL

HEG

HADAPSAR PP

SURESH PATIL

HEG

RANVEER MEDICAL (MAGARPATTA) HARI OM SUPER MARKET. (LULLA NAGAR) MAYUR SWEETS (LULLA NAGAR)

HADAPSAR PP

SURESH PATIL

CH

LULLA NAGAR

PRASHANT UNECHA

HEG

LULLA NAGAR

PRASHANT UNECHA

FS

MILAN SUPER MARKET. (LULLA NAGAR) PRABHAT SUPER MKT. (LULLA NAGAR)

LULLA NAGAR

PRASHANT UNECHA

HEG

LULLA NAGAR

PRASHANT UNECHA

HEG

2 3 4 5 6 7 8 9

14 15 16 17 18 19

24 25 26 27 28 29

Beat

Sr. No.

Sales Hierarchy

30

33

ROHIT SUPER MARKET (LULLA NAGAR) SHREE RAM SUPER MKT (LULLA-NGR) RATNADEEP SUPER MARKET (SALUNK VIHAR) ROYAL SUPER MARKET (KON)

RDSM

RE

LULLA NAGAR

PRASHANT UNECHA

HEG

LULLA NAGAR

PRASHANT UNECHA

HEG

SALUNKHE VIHAR-2

PRASHANT UNECHA

HEG

34

TULSI SUPER SHOPEE. (KON)

KONDHWA2/KUBERA

PRASHANT UNECHA

HEG

KONDHWA2/KUBERA

PRASHANT UNECHA

HEG

35

PULGATE

RANJEET GADIYA

HEG

PULGATE

RANJEET GADIYA

HEG

37

JAWAHAR PROVISION STORE (PULGATE) NARPAT MIMI MARKET (PULGATE) MAHIMA SUPER SHOPEE (NIBM)

N.I.B.M. 1

RANJEET GADIYA

HEG

38

RAJLAXMI MARKET (N.I.B.M.)

N.I.B.M. 1

RANJEET GADIYA

HEG

39

RAJLAXMI SUPER SHOPEE (NIBM)

N.I.B.M. 1

RANJEET GADIYA

HEG

40

UNDRI GAON

RANJEET GADIYA

HEG

41

RAJLAXMI SUPER MARKET. (UNDRI) AMANORA SUPER SHOPEE

MALWADI

SHRIKANT OZA

HEG

42

PREM SUPER SHOPY (MALWADI)

MALWADI

SHRIKANT OZA

HEG

43

DEEPALI PROVISION STORES (MUN) RONAK SUEPR MARKET. (MANJRI ROAD) BHAWANI SUPER MARKET (HILMIS-NIBM KAUSAR) GANESH SUPER MARKET (SALUNKHE VIHAR) GANESH SUPER SHOPPY (SALUNKHE VIHAR) KAMAL SUPER SHOPPY (SALUNKHE VIHAR) MAHARAJA SWEETS. (N.I.B.M.RD)

MUNDHAWA 2

SHRIKANT OZA

HEG

MANJRI

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

FS

KONDHWA PP

SHRIKANT OZA

HEG

KONDHWA PP

SHRIKANT OZA

HEG

52

MAHESH SUPER MARKET. (N.I.B.M.) MAYUR SUPER SHOPPY (WAN-FLOWER) PRIME SUPER MARKET(SALUNKE)

KONDHWA PP

SHRIKANT OZA

HEG

53

REAL FOOD SHOPEE.(WANWADI)

KONDHWA PP

SHRIKANT OZA

FS

54

POONAM SUPER MARKET (KON.)

NEW KONDHWA

SHRIKANT OZA

HEG

55

SHEZAMART FOOD STORE (KON.)

NEW KONDHWA

SHRIKANT OZA

HEG

56

NEW KONDHWA

SHRIKANT OZA

HEG

PARMAR PARK 1

PRIYADARSHANI K.

HEG

PARMAR PARK 1

PRIYADARSHANI K.

HEG

MAGARPATTA (VAIDWADI) FATIMA NAGAR

PRIYADARSHANI K.

HEG

60

SOLANKI SUPER MARKET (KONDHWA) RAM PROVISION STORES (WANVADI) TIP TOP SUP MKT . ( PARMAR PARK ) LAXMI SUPER SHOPY (BHOSALE GARDEN) AMAR STORE. (FATIMA NAGAR)

PRIYADARSHANI K.

HEG

61

AMBIKA MARKET (FATIMA NGR)

FATIMA NAGAR

PRIYADARSHANI K.

HEG

62

BHAVNA SWEETS (FATIMA NAGAR )

FATIMA NAGAR

PRIYADARSHANI K.

FS

31 32

36

44 45 46 47 48 49 50 51

57 58 59

Beat

Sr. No.

Sales Hierarchy

63

67

DECENT SUPER MARKET (FATIMA NAGAR) SHANTI GEN STORES, (FATIMA NAGAR ) BALAJI DELUX SHOPPEE (SALISBURY PARK) LAXMI SUPER MARKET (SALISBURY) MAMTA SUPER MARKET (SAL.)

RDSM

RE

FATIMA NAGAR

PRIYADARSHANI K.

HEG

FATIMA NAGAR

PRIYADARSHANI K.

HEG

SALASBERY PARK

PRIYADARSHANI K.

HEG

SALASBERY PARK

PRIYADARSHANI K.

HEG

SALASBERY PARK

PRIYADARSHANI K.

HEG

68

SUPER DRY FRUIT (GHOR-PETH)

GANJ GORPADI PETH

RAKESH DEVARE

FS

69

SUPER MARKET (MOMINPURA)

GANJ GORPADI PETH

RAKESH DEVARE

HEG

70

DSK ANIMATION SCHOOL (MANJRI) R.M.ANDALKAR (GANESH PETH)

MANGALWAR PETH

RAKESH DEVARE

HEG

GANESH/DARUWALA

RAKESH DEVARE

FS

NANA PETH

RAKESH DEVARE

HEG

73

AISHA SUPER MARKET (NANA PETH) DILLIWALA BROTHERS(CAMP)

RASTAPETH 1

YOGESH THAKUR

FS

74

G.H.PARMAR. (SOMWAR PETH)

SOMWAR PETH II

YOGESH THAKUR

HEG

75

KELA TEA CENTRE (RAVIWAR)

SOMWAR PETH II

YOGESH THAKUR

HEG

76

BALAJI SUPER SHOPPEE (SALISBURY) BHAWANI SUPER MARKET (MUNDHWA) CHANDAN DEPARTMENT (BT KWADE). CHANDAN SUPER MARKET (FATIMA NAGAR) CHOICE MARKET- (WANAVDI)

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

HEG

WANAVDI PP

YOGESH THAKUR

CH

83

GANESH SWEET (SALISBURY PARK) NEW PRIME MEDICAL (BHAVANI PETH) NEW SURAJ SUP MKT(MUNDHWA)

WANAVDI PP

YOGESH THAKUR

HEG

84

RAHUL SUPER SHOPEE. (MUN.)

WANAVDI PP

YOGESH THAKUR

HEG

85

NARSINGJI MALAJI (KASBA)

KASBA PETH.[A]

SANJAY DAVE

HEG

86

CAMP I

SANJAY DAVE

HEG

CAMP I

SANJAY DAVE

HEG

88

AAIJI SUPER MARKET (CAMP - NINA TERRACE) CHANDAN MINI MARKET (M.G. ROAD) SAHKAR MINI MARKET (CAMP)

CAMP I

SANJAY DAVE

HEG

89

SHREEJI S CORNER (CAMP)

CAMP I

SANJAY DAVE

FS

90

BHAWANI PETH II

SANJAY DAVE

HEG

BHAWANI PETH II

SANJAY DAVE

HEG

92

CHANDAN SUPER MARKET (BHAVANI PETH) SAGAR SUPER MARKET (BHAWANI PETH) ATITHI SUPER MARKET ( CAMP )

CAMP PP

SANJAY DAVE

HEG

93

INDIA GIFT HOUSE (CAMP)

CAMP PP

SANJAY DAVE

HEG

94

MAHALAXMI SUPER MARKET (CAMP ) MAHESH SUPER MARKET (GHO.PETH)

CAMP PP

SANJAY DAVE

HEG

CAMP PP

SANJAY DAVE

HEG

64 65 66

71 72

77 78 79 80 81 82

87

91

95

Beat

Sr. No.

Sales Hierarchy

Beat

RDSM

RE

96

MODERN DAIRY (CAMP)

CAMP PP

SANJAY DAVE

FS

97

OM SUPER MARKET. (OPP-GPO)

CAMP PP

SANJAY DAVE

HEG

98

CAMP PP

SANJAY DAVE

HEG

B6 KONDHWA 1

B1 TUSHAR KOLHE

HEG

100

OM SUPER SHOPPY (CAMP-GARDEN) MAHESH SUPER SHOPY (YEVLE WADI) CHAMPION STORES (CAMP)

A 1 CAMP II

PRAVIN NIVRATI

HEG

101

MANSUKHLAL CHUNILAL (CAMP)

A 1 CAMP II

PRAVIN NIVRATI

HEG

102

VRINDAVAN STORES (CAMP)

A 1 CAMP II

PRAVIN NIVRATI

HEG

103

BEAUTY AIDS (M.G.ROAD)

A 3 M.G.ROAD

PRAVIN NIVRATI

FS

104

GIFT PLAZA (M.G.ROAD)

A 3 M.G.ROAD

PRAVIN NIVRATI

HEG

105

REGAL TEA DEPOT (CAMP)

A 3 M.G.ROAD

PRAVIN NIVRATI

HEG

106

AARTI SUPER MARKET (BHAWANI) ALANKAR MEDICAL (BHAWANI PETH) PRIME DRUG STORE (BHAVANI PETH)

A 4 BHAWANI PETH I

PRAVIN NIVRATI

HEG

A 4 BHAWANI PETH I

PRAVIN NIVRATI

HEG

A 4 BHAWANI PETH I

PRAVIN NIVRATI

CH

99

107 108

(List no. 0.1) In the above list there are five columns that show serial number, sales hierarchy, beats, RDSM (PCs name) & retail environment (RE). These five columns help in keeping trac k record of all the PCs w orking in various areas in order to provide proper service to REs.

PC Shri ka nt Oza ta king order in a Food Store

In field of sales it is very important for a sales officer to allocate PCs to right areas according to his/her capabilities in order to obtain best results. For allocation of PCs to their respective areas it is very important for sales officer to have proper knowledge of the areas in which allocation has to be done.

CHAPTER - 4 OBJECTIVE - 1 END TO END COLD CHAIN DEPLOYMENT

END TO END COLD CHAIN DEPLOYMENT Before I would give the detail explanation of my 1 st objective i.e. End to End Cold Chain Deployment it is very important for me to explain some of the basic things and they are as follows:

End to End Cold Chain at Cadbury: The End to End cold chain is nothing but the process/system by which temperature of goods from the point of its manufacturing till the point it gets delivered to the consumer. In the diagram give below you can clearly see each and every step of the cold chain system followed at Cadbury.

•Goods are processed at Manufacturing Plant and are stored at temperature controlled warehouse.

Goods are then sent to Retailers in Insulated autos. •Once goods reach RD point it is stored in warehouse. •Goods are kept in warehouse according to company standards.

•Once goods reaches to different retail points then it becomes extremely important for the company to check the storage of goods. •It becomes important in order to protect Cadbury’s image, consumer safety and delight.

Goods are then sent to RD points in Refrigerated Vans. Company provides Visi Coolers to retailers in order to protect the chocolates from heat and moisture.

Diagram show ing End to End Cold Chain at Cadbury

Now, I would like to give you detail explanation of the cold chain system followed at Cadbury. I would like to explain the process in step wise format as it is easier to understand, the various steps explaining the chain are as follows: 1. Manufacturing of chocolates take place and in order to control the temperature of manufactured chocolates, company uses temperature controlled warehouses. These warehouses help in protecting the chocolates from melting.

2. The chocolates are then sent to depot by the help of refrigerated vans. In depot the chocolates are stored in air -conditioned store rooms. 3. Chocolates are sent to RD point from depot by help of refrigerated vans which are also known as ref. vans. Once the chocolates reach RD point they are kept in air-conditioned go-down according to company standards. 4. Chocolates are then distributed to different retail stores from RD point by help of insulated autos. These autos are insulated from inside and also uses shippers and chilling pads in order to control chocolates temperature before it reaches retail outlets. 5. Once goods reach to different retail points then it becomes extremely important for the company to check the storage of goods. Hence, company provides Visi Coolers to retailers in order to protect the chocolates from heat and moisture. Visibility Cooler:Visibility coolers are also known as Visi -Coolers as they help in showcasing the products of Cadbury due to its transparent door. There are various variants/types of Visi-Coolers and they are as follows:

 33 liters – Counter Top Visi-Cooler

 48 liters – Small Door Visi-Cooler

 120 liters – Door Visi-Cooler

 145 liters – Pastry Visi-Cooler

 190 liters – Pastry Visi-Cooler

 320 liters – Sega Visi-Cooler

These are few pictures of Visi-Coolers, in order to provide a clearer view about them. The coolers are as follows: -

33 litres counter top visi-cooler

48 litres door visi-cooler

320 litres door visi-cooler

Deployment Program:I started my visibility coolers deployment program by studying the retailers past sales record of 5 months. The outlets having at least Rs.5000 and above sales were eligible to receive the visi -cooler. My work was to convince the retailers to accept visi-coolers that are being provided by the company in order to achieve the last step in completion of cold chain in market. Visi-coolers are provided free of cost by Cadbury India but the company ha s certain points on which retailers should agree in order to avail visi-cooler and the points are as follows: 1. Visibility cooler should be kept just beside the billing counter. 2. The cooler should be always kept on. 3. Purity should be maintained, it means that only Cadbury products should be kept in the cooler. 4. Minimum sales target that is provided on the basis of visibility coolers should be achieved by the outlet. I was provided a list of 99 outlets by my company guide Mr. Jagdish Jawarni , in which I had to choose at least 50 outlets. Therefore in order to choose best outlets suited for deployment of visi -coolers, I picked up outlets that had highest sales and good track record in terms of payments. I especially went to each and every outlet in order to ensure that the outlets were genuine enough to provide them visibility coolers. The list of 99 outlets that was initially given to me for deployment of visibility coolers are as follows: Sr. 1 2 3 4 5 6 7 8 9

Outlet Name AAIJI SUPER MARKET (CAMP-NINA TERRACE) AARTI SWEETS.(HDP MANDAI) AGARWAL SWEETS (GADITAL) AMAR SWEETS ( SASANE NAGAR) AMBIKA SUPER MARKET (SALISBURY PARK ) ATITHI SUPER MARKET ( CAMP ) ATLANTIC STORES (M.G.ROAD) BABULAL PUKRAJ (SHUKRAWAR PETH) BADHAI SWEETS & DRYFRUITS (SV)

10 BALAJI SUPER SHOPPEE (SALISBURY) 11 BHAWANI SUPER MARKET(HILMIS-NIBM KAUSAR) 12 BHAWANI SUPER MARKET.(NIBM SUNSHREE) 13 BIKANER MITHAIWALE (SHIVAJI ROAD)

PC NAME SANJAY SURESH PATIL SURESH PATIL YOGESH YOGESH SANJAY RAKESH SANJAY PRASHANT UNECHA YOGESH SHRIKANT OZA

Outlet Contact No 26052986 9823047308 32914041/9850699095/9371098090 9890564759

SHRIKANT OZA SANJAY

26851107 / 9860453112 7798238365

69468468 26346460/26343237 9823782535/9604012101/26855724 24269399/9890130527/9850919851 26805265/9960005861

Sr.

Outlet Name

14

BUDHANI BROTHERS (NR BUDHANI WAF)

15

BUDHANI WEFARWALA.(M.G.ROAD)

16

CHANDAN MINI MARKET(M.G. ROAD)

17

CHANDAN SUPER MARKET (FATIMA NAGAR)

18

CHOICE MARKET-(WANAVDI)

19

DECENT SUPER MARKET (FATIMA NG

20

DHANDWAR SWEET S & DAIRY (HDP)

21

DILLIWALA BROTHERS(CAMP)

22

DINESH SUPER MARKET (MAGARPATTA)

23

G.H.PARMAR.(SOMWAR PETH)

24

GANESH SUPER MARKET (SALUNKHE VIHAR)

25

GANESH SUPER SHOPPY (SALUNKHE VIHAR)

26

GANESH SWEET (SALISBURY PARK)

27

GHANSHAM SWEETS.(MAGAR PATTA)

28

HARI OM SWEETS.(SASWAD ROAD)

29

HARI OM SUPER MARKET.(LULLA NAGAR)

30

ICE AGE ICE CREAM.

31

INDIA GIFT HOUSE (CAMP)

32

K.PUROHIT SWEETS (SASWAD RD)

33

KALIKA DAIRY (MAGARPATTA)

34

KALYANI MEDICAL

35

KAMAL SUPER SHOPPY (SALUNKHE VIHAR)

36

KELA TEA CENTRE (RAVIWAR)

37

KHODIYAR SWEETS. (MAGARPATTA )

38

KISHANCHAND SWEETS (M G ROAD)

39

KRISHNA SUPER MARKET (PARMAR PARK)

40

KRISHNA"Z FOOD PLAZA & CELL KITCHEN

41

LOKSEVA BAZAR (SOMWARPETH)

42

MAHALAXMI SUPER MARKET( CAMP )

43

MAHALAXMI SUPER MARKET(WA-RAHEJA)

44

MAHARASHTRA TEA DEPOT(KOLSA GALI)

45

MAHESH SUPER MARKET.(N.I.B.M.)

46

MAHESH SUPER SHOPY (YEVLE WADI)

47

MAHIMA SUPER SHOPEE (NIBM)

48

MAMTA SUPER MARKET (SAL)

49

MANMOTI SUPER MARKET (MEERA SOCIETY)

50

MATAJI DEPARTMENT STORE.[NIBM]

51

MAYA BAKERY (KASBA PETH)

52

MAYUR SUPER MARKET (LULLA NAGAR)

53

MAYUR SUPER MARKET.(KAUSAR BAUG

54

MAYUR SUPER SHOPEE.(N I B M)

55

MAYUR SUPER SHOPEE.(SALUNKHE

56

MAYUR SUPER SHOPPY (WAN-FLOWER

PC NAME RAKESH RAKESH RAKESH YOGESH YOGESH PRIYA SURESH PATIL JAYESH JOSHI SURESH PATIL YOGESH SHRIKANT OZA SHRIKANT OZA YOGESH SURESH PATIL RANJEET JAIN PRASHANT UNECHA PRIYA SANJAY RANJEET JAIN SURESH PATIL PRIYA SHRIKANT OZA YOGESH SURESH PATIL SANJAY SURESH PATIL SANJAY YOGESH SANJAY SURESH PATIL RAKESH SHRIKANT OZA SHRIKANT OZA SHRIKANT OZA PRIYA YOGESH SHRIKANT OZA SANJAY SHRIKANT OZA SHRIKANT OZA SURESH PATIL SHRIKANT OZA YOGESH

Outlet Contact No 9822097212 26055236 26358779 9561269242/26860808 26856074 9595181898 65222720/9822243428 6340182/5622933/9960681385 9890213684 26132374 26806631 26803660 8055275581 9921089417 / 9881477653 9967991985/9922611225

9822110464 7387416058 / 9762327561 9850269086 9764166128 24475066 9657223266 020 65248631/9881742276 986557426 9975252257 9270172526 9890686105 26803371 6345757/6358850 7709112296/26805411 9860708537/9960640919 26431520 26434050/9850263413 26835436 24575304/9423017966 26832515 9766379401 / 9921481434 9890226684 64605452

Sr.

Outlet Name

57

MAYUR SWEETS [LULLA NAGAR]

58

NAMRATA ENTERPRISES (KONDHWA)

59

NEW ROYAL CHEMIST (RASTA PETH)

60

OM SUPER MARKET.(OPP-GPO)

61

OM SUPER SHOPPY (CAMP-GARDEN)

62

PANCHAM MARKET.(MAGARPATTA

63

PARIHAR SWEET (GADITAL)

64

PLAZA SWEETS [WANAVDI]

65

POOJA SUPER SHOPEE (FATIMA NGR)

66

POONA COLLEGE CANTEEN (MUNNABHAI)

67

POORNIMA SWEETS [SACRED HEART]

68

PRABHAT SUPER SHOPPY (NIBM)

69

PRADEEP BAKERY (GURUWAR PETH)

70

PRAKASH SWEETS (CAMP)

71

PRIME SUPER MARKET(SALUNKE)

72

PRINCE MARKET.(WAN)

73

PURABJI SUPER MARKET (HADAPSAR RD)

74

PUSHPAVATI SUPER MARKET [BTK]

75

RAJ SWEETS (GADITAL )

76

RAJDEEP SUPER MARKET.(N.I.B.M)

77

RAJKAMAL MARKET (SALUNKE)

78

RAJLAXMI SUPER MARKET.(UNDRI)

79

RAJLAXMI SWEET(GADITAL)

80

RAJSHREE TRADERS(MAGARPATTA)

81

RAMESH SUPER MARKET [LULLA NAGAR]

82

RASSAGAR VEGETABLE & FRUITS

83

RATNADEEP SUPER MARKET (SALUNK

84

REAL SUPER SHOPPY (SALUNKE VI)

85

RONAK SUEPR MARKET.(MANJRI ROAD)

86

RONAK SWEETS.(MAGAR PATTA)

87

ROYAL SUPER MARKET.(NIBM)

88

SAGAR SUPER MARKET (BHAWANI PETH)

89

SAHKAR MINI MARKET (CAMP)

90

SHEZAMART FOOD STORE (KON)

91

SHREE NATH DAIRY (GADITAL)

92

SHREE RAM SUPER MKT (LULLA-NGR)

93

SHREEJI S CORNER (CAMP)

94

SHRINIVASA SUPER SHOPY (H.WADI)

95

SIRVI SUPER MARKET (NIBM)

96

TIP TOP SUPER MARKET.(GADITAL)

97

UTTAM SWEETS.(SASANENAGAR)

PC NAME SHRIKANT OZA SHRIKANT OZA YOGESH SANJAY SANJAY SURESH PATIL SURESH PATIL SURESH PATIL YOGESH RAKESH SHRIKANT OZA SURESH PATIL SANJAY RAKESH SHRIKANT OZA PRIYA SURESH PATIL SHRIKANT OZA PRASHANT UNECHA SHRIKANT OZA SHRIKANT OZA RANJEET JAIN SURESH PATIL SURESH PATIL PRASHANT UNECHA SURESH PATIL PRASHANT UNECHA SHRIKANT OZA SHRIKANT OZA SURESH PATIL SHRIKANT OZA SANJAY SANJAY SHRIKANT OZA SURESH PATIL SHRIKANT OZA SANJAY SURESH PATIL SURESH PATIL SURESH PATIL YOGESH

Outlet Contact No 26830136 9767948779/9860040721/26832643 26052586 9860410658/26127694 60204304/64198262/9960771187 9860005110 9595782360/26853691 9890973937/9028735766/26809123 9822777335 26852273/26852273 26805160/9422301582 26113366 26852411 65288015 9881389656/26871859 26998971

6832249 9975740348/9890115129 8421507705 64199641 26831614 9049765317/9145639196 26854511 / 9975521183 26854544 9665738351 9850642713/56202427 9371128556 26345618 26351075 9823932063 9850473748 26830352 26138917 9763418283 9822056208/26832263/9822056207 26993474

Sr.

Outlet Name

98

VINAYAK SWEETS.(SASWAD RD)

99

WELCOME SUPER MARKET. (WAN-SACRED HEART)

PC NAME SURESH PATIL SHRIKANT OZA

Outlet Contact No 9762721477 9604845467/26803253/26803154

After visiting each and every outlet present in the above list, I selected 50 outlets in which visibility coolers were to be deployed. The deployment of visibility cooler in outlets was negotiated by me on following terms and they were as follows:



Minimum order target given by me to retail outlets for 33 liters visibility cooler was of Rs.13000 per month.



Minimum order target given by me to retail outlets for 48 liters visibility cooler was of Rs.18000 per month.



Minimum order target given by me to retai l outlets for120 liters visibility cooler was of Rs.25000 per month.



Minimum order target given by me to retail outlets for 145 liters visibility cooler was of Rs.50000 per month.



Minimum order target given by me to retail outlets for 190 liters visibility cooler was of Rs.60000 per month.



Minimum order target given by me to retail outlets for 320 liters visibility cooler was of Rs.100000 per month.

List of 50 visibility coolers that got selected for deployment were as follows:

Outlet code Outlet Name

Sr. No.

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

RE

VISI

P7

BEAT

PC NAME

1001

SAI SAMARTHA MED/SERGICAL(RAVIWAR)

CHEMIST

VC 33/35L NON P7

62 RAVIWAR PETH RETAIL6 RAKESH DEVARE

1083

VICEROY BAKERY(STATION)

FOOD STORE

VC 33/35L NON P7

85 STATION ROAD

8 SANJAY DAVE

1117

MAYUR SUPER SHOPEE.(N I B M)

HIGH END GROCER VC 33/35L NON P7

14 N.I.B.M. 2

1 SURESH PATIL

1617

BHANDARI MEDICAL (KASBA)

CHEMIST

92 KASBA/GANESH/DARUWAL 9 JAYESH JOSHI

1679

G.H.PARMAR.(SOMWAR PETH)

HIGH END GROCER VC 33/35L P7 HEG

75 SOMWAR PETH II

7 YOGESH THAKUR

2057

ALANKAR DRUG STORE(BHAWANI PETH)

HIGH END GROCER VC 33/35L NON P7

86 BHAWANI PETH II

8 SANJAY DAVE

2130

ANUP CHEMEST (SOMWAR PETH)

CHEMIST

VC 33/35L NON P7

75 SOMWAR PETH II

7 YOGESH THAKUR

3550

MAHARASHTRA SWEETS (HANDEWADI)

FOOD STORE

VC 33/35L P7 FS

18 HADAPSAR PP

1 SURESH PATIL

3703

BIKANER MITHAIWALE (SHIVAJI ROAD)

HIGH END GROCER VC 33/35L P7 HEG

81 SHUKRAWAR PETH 8 SANJAY DAVE

3851

DIVINE CARE MED.& GEN.STO(M.G.ROAD)

CHEMIST

VC 33/35L NON P7

A 3 M.G.ROAD

PRAVIN NIVRATI JONDHALE

4077

PRADEEP BAKERY (GURUWAR PETH)

FOOD STORE

VC 33/35L P7 FS

88 CAMP PP

8 SANJAY DAVE

4120

CHAITANYA MEDICAL (SHUKRAWAR)

CHEMIST

VC 33/35L P7 CHEM

81 SHUKRAWAR PETH 8 SANJAY DAVE

4242

VIJAY MEDICAL (M.G.ROAD)

CHEMIST

VC 33/35L NON P7

A 3 M.G.ROAD

PRAVIN NIVRATI JONDHALE

4502

ASHOK MEDICAL (MOHAMAD WADI)

CHEMIST

VC 33/35L NON P7

21 MOHAMAD WADI

2 PRASHANT UNECHA

4587

RASRANG DELICIOUS SWEET (MANJRI)

FOOD STORE

VC 33/35L P7 FS

43 MANJRI

4 SHRIKANT OZA

5074

SUYOG MEDICAL (SUKRAWAR PETH)

CHEMIST

VC 33/35L P7 CHEM

81 SHUKRAWAR PETH 8 SANJAY DAVE

5080

SAGAR DAIRY (SHUKRAWR PETH)

FOOD STORE

VC 33/35L NON P7

81 SHUKRAWAR PETH 8 SANJAY DAVE

5516

SOHAM MEDICAL (SASANE NGR)

CHEMIST

VC 33/35L NON P7

54 SASANE NAGAR 2

5584

KRISHNA SUPER MARKET (PARMAR PARK)

HIGH END GROCER VC 33/35L P7 HEG

15 SALUNKHE VIHAR 1 1 SURESH PATIL

6242

K.PUROHIT SWEETS (SASWAD RD)

LOW END GROCER VC 33/35L NON P7

31 SASWAD RD 1

VC 33/35L NON P7

5 PRIYADARSHANI KUTE 3 RANJEET GADIYA

I had selected 20 outlets for deployment of 33 litres visi cooler; in the above table I have mentioned each and every detail of selected outlets for deployment of visi coolers.

Sr. No. Outlet code Outlet Name 21 22 23 24 25 26 27 28 29 30 31 32 33 34

RE

VISI

1074 AGARWAL GENERAL STORES.[STATION]

High End Grocer

1287 MANGAL SUPER MARKET ( CAMP )

BEAT

PC NAME

48 ltrs Haier VCNON P7

85 STATION ROAD

8 SANJAY DAVE

High End Grocer

48 ltrs Haier VCNON P7

84 CAMP I

8 SANJAY DAVE

1556 PARAS KHAJA (KASBA )

Food Store

48 ltrs Haier VCP7 FS

88 CAMP PP

8 SANJAY DAVE

1561 POONA GENERAL STORE (RAVIWAR)

HIGH END GROCER 48 ltrs Haier VCNON P7

62 RAVIWAR PETH RETAIL6 RAKESH DEVARE

1564 SITARAM MITHAI (KASBA PETH)

HIGH END GROCER 48 ltrs Haier VCP7 HEG

88 CAMP PP

1573 JAWAHAR GENERAL STORES (RAVIWAR)

HIGH END GROCER 48 ltrs Haier VCP7 HEG

62 RAVIWAR PETH RETAIL6 RAKESH DEVARE

1921 JUSCO GENERAL STORES (BHAWANI)

HIGH END GROCER 48 ltrs Haier VCNON P7

86 BHAWANI PETH II 8 SANJAY DAVE

2012 SHRINIVASA SUPER SHOPY (H.WADI)

High End Grocer

11 HANDEWADI RD

1 SURESH PATIL

2517 PREM SUPER SHOPY (MALWADI)

HIGH END GROCER 48 ltrs Haier VCNON P7

41 MALWADI

4 SHRIKANT OZA

3001 OM SUPER MARKET.(OPP-GPO)

HIGH END GROCER 48 ltrs Haier VCNON P7

88 CAMP PP

8 SANJAY DAVE

4032 LAXMI SWEET (GHOPADE PETH)

FOOD STORE

48 ltrs Haier VCNON P7

61 GANJ GORPADI PETH 6 RAKESH DEVARE

4063 UMED SWEET (SUKARWAR PETH)

Food Store

48 ltrs Haier VCP7 FS

88 CAMP PP

4080 KRISHNA MEDICALS (BHAWANI)

CHEMIST

48 ltrs Haier VCP7 CHEM 86 BHAWANI PETH II 8 SANJAY DAVE

4108 CHANDAN SUPER MARKET (BHAVANI PETH) High End Grocer

P7

48 ltrs Haier VCP7 HEG

48 ltrs Haier VCP7 HEG

8 SANJAY DAVE

8 SANJAY DAVE

86 BHAWANI PETH II 8 SANJAY DAVE

I had selected 14 outlets for deployment of 48 litres visi -cooler. Cadbury is so stringent on quality and taste of its products that it does not allow the retailers to keep chocolates like CDM, CDM Silk & Bournville without visi -cooler.

Sr. No. Outlet code Outlet Name 35 1086 HEERALAXMI PRO.STORE (STATION) 36 1286 SAHKAR MINI MARKET (CAMP) 37 6899 ISHWAR SUPER MARKET.(BHAWANI PETH)

RE

VISI

P7

BEAT

PC NAME

HIGH END GROCER VC 110/120L P7 HEG

85 STATION ROAD

8 SANJAY DAVE

HIGH END GROCER VC 110/120L P7 HEG

84 CAMP I

8 SANJAY DAVE

HIGH END GROCER VC 110/120L P7 HEG

78 WANAVDI PP

7 YOGESH THAKUR

I had selected 3 outlets for deployment of visi-cooler in 120 litres segment . These visibility coolers are known as Pastry Visi -Coolers because they are used in food stores like bakeries, sweet shops, confectionaries, etc.

Sr. No. Outlet code Outlet Name 38 1261 JAI PARVATI SWEET (STATION ) 39 1274 BHAVNAGARI FANCY SWEETS.(CAMP) 40 1602 MAYA BAKERY (KASBA PETH) 41 4591 KASTURE MITHAIWALA (FATIMA NAGAR) 42 5518 PARIHAR SWEET (GADITAL) 43 7789 KHODIYAR SWEETS. (MAGARPATTA ) 44 B1617 MAYUR SWEETS [LULLA NAGAR] 45 B2653 UTTAM SWEET (SASWAD RD) 46 B4264 AGARWAL SWEETS (GADITAL) 47 B5889 RAJSHREE TRADERS(MAGARPATTA)

RE

VISI

P7

BEAT

PC NAME

FOOD STORE

VC 145L

NON P7

85 STATION ROAD

8 SANJAY DAVE

HIGH END GROCER VC 145L

NON P7

88 CAMP PP

8 SANJAY DAVE

FOOD STORE

P7 FS

88 CAMP PP

8 SANJAY DAVE

HIGH END GROCER VC 145L

NON P7

55 FATIMA NAGAR

5 PRIYADARSHANI KUTE

FOOD STORE

VC 145L

P7 FS

18 HADAPSAR PP

1 SURESH PATIL

FOOD STORE

VC 145L

P7 FS

18 HADAPSAR PP

1 SURESH PATIL

FOOD STORE

VC 145L

NON P7

24 LULLA NAGAR

2 PRASHANT UNECHA

FOOD STORE

VC 145L

P7 FS

18 HADAPSAR PP

1 SURESH PATIL

FOOD STORE

VC 145L

P7 FS

18 HADAPSAR PP

1 SURESH PATIL

High End Grocer

VC 145L

NON P7

13 MAGARPATTA 2

1 SURESH PATIL

VC 145L

In the segment of 145 litres I had selected 10 outlets that were a combination of HEG and FS.

Sr. No. Outlet code Outlet Name 48 1289 AAIJI SUPER MARKET (CAMP-NINA TERRACE) 49 B4658 BADHAI SWEETS & DRYFRUITS (SV) 50 B4788 SURAJ SWEETS.(WANAWADI)

RE

VISI

P7

BEAT

PC NAME

HIGH END GROCER VC 190L

NON P7

84 CAMP I

8 SANJAY DAVE

FOOD STORE

VC 190L

NON P7

25 SALUNKHE VIHAR-2 2 PRASHANT UNECHA

FOOD STORE

VC 190L

P7 FS

78 WANAVDI PP

7 YOGESH THAKUR

The last segment in which I had deployed visi-cooler was 190 litres. In this segment I had selected 3 outlets for deployment, 2 were FS and 1 was HEG.

LEARNING AFTER COMPLETION OF FIRST OBJECTIVE

 I learnt that how important it is to preserve the customer‟s satisfaction towards our product.  Introduction of visi cooler brings near about 20% -30% change in sales of our BC category.

CHAPTER - 5 OBJECTIVE 2 CATEGORY DRIVE OF TANG

CATAGORY DRIVE OF TANG My second objective that was given to me by my company guide helped me to understand how a sales drive is performed. It helped me to understand how offers and schemes are used in order to increase the sales of a product. I would like to share the schemes that were provided to me i n order to boost up sales of products. SCHEMES IN MONTH OF MAY:SR.NO

BRAND

SCHEME DESCRIPTION

SCHEME

RE-RETAIL ENVIRONMENT

1

Bournvita Lil Cha mps

Buy Bvlc For Rs 500 Get Rs 20 Off Buy Rs 1000 Get Rs 60 Off

4%

HEG/CHEMIST/LEG

6%

2

Tang Except Sachet

Buy 1000 Rs Get 2% Off Buy 2500 Rs Get 3% Off Buy 5000 Rs Plus Get 5% Off

2% 3% 5%

HEG / FOOD STORE

3

Tang Except Sachet

Buy Rs 150 Get 3% Off Buy Rs 500 Get 5% Off

3% 5%

LEG,CHE

4

Choc Mss Lines

Buy 6/13 Lines With Rs 500 Get 15 Rs Off Buy 8/13 Lines With Rs 1000 Get 50 Rs Off

LEG,CHE,PAN

5

Chocolate Mss Lines

Buy 14/27 Lines With 1800 Get 55 Rs Off Buy 20/27 Lines With 3000 Get 125 Rs Off Buy 20/27 Lines With 5000 Get 240 Rs Off Buy 20/27 Lines With 10000 Get 550 Rs Off

ALL VC OUTLETS

Rs Rs Rs Rs

6

Chocolate Mss Lines

Buy 6/12 Lines With Rs 800 Get 25 Rs Off Buy 8/12 Lines With Rs 1400 Get 70 Rs Off

NON VC OULETS

7

Tang Sachet

Buy 4 Strip Get 4% Off Buy 6 Strip Get 8% Off

4% 8%

HEG,FS,LEG,SAS & CHE

8

Bubbaloo Strawberry

Buy 1 Outer/Jar Get 5% Off

5%

ALL RETAILS

9

Bubbaloo Face Ka Gy m

Buy 1 Jar Get 20% Off

20%

ALL RETAILS

SR.NO

BRAND

SCHEME DESCRIPTION Buy 1 Outer Get 3% Off

SCHEME

10

CDM Shots Rs 2/-

11

Tang Except Sachet

Buy 2000 Rs Get 2% Off Buy 4000 Rs Get 3% Off Buy 8000 Rs Plus Get 5% Off

2% 3% 5%

SAS

12

Eclairs (ExpBrownie & Gift Pack)

Buy Eclairs 1 Case Get 2%

2%

WS

13

Halls

Buy Halls 5 Cases Get 2% Off Buy Halls 10 Cases Get 3% Off

2%

WS

Buy Bubba Otr 3 Cases Get 3% Off Buy Bubbaloo Otr 5 Cases+ 5% Off Buy Bubba Jar 3 Cases Get 3% Off Buy Bubb Jar 5 Cases Get 5% Off

3%

Buy Gems( Rs 5) 1 Case Get 2% Off Buy Gems(Rs 5) 2 Case Get 2% Off

2%

14

15

Bubbaloo Strawberry

Gems Rs 5 /-

3%

RE-RETAIL ENVIRONMENT ALL RETAILS

3%

WS

5% 3% 5%

WS

3%

16

Perk Rs 5/- 22 Units

Buy 1 Case Get 2% Off Buy 3 Case Get 3% Off

2% 3%

WS

17

Perk Mini

Buy 1 Case Get 4% Off Buy 2 Cases Get 5% Off

4% 5%

WS

18

Perk Rs 5/- 42 Units

Buy 1 Case Get 2% Off Buy 3 Case Get 3 % Off

2% 3%

WS

19

Perk Mini

Buy 1 Case Get 4% Off Buy 2 Cases Get 5% Off

4% 5%

WS

20

Cmd Shots Rs 2/-

Buy 1 Case Get 3% Off

3%

WS

21

Gems Rs 5/-

Buy 1 Case Get 2% Off Buy 2 Case Get 3% Off

2% 3%

WS

22

Tang Except Sachet

Buy Rs 3000 Get 3% Off Buy Rs 5000 Get 5% Off

3% 5%

WS

23

Tang Sachet

Buy 2 Cases Get 8% Off

8%

WS

TARGET ASSIGNED:Target given to me was of driving sales of Tang up to 6 tons in market but due to LBT bund the markets got closed for at least 20 days and hence my target was reduced to 3 tons.

STRATEGIES MADE TO ACHIEVE THE GIVEN TARGET: Since, I had only 10 days in order to achieve the target of 3tons sales; I prepared certain strategies to achieve it. The strategies framed by me were as follows: 

Selected outlets in which Tang was not purchased in last 2 months. The list was made by help of taking out EC list of Tang in the month of March & April.



I also selected list of those outlets that had purchased maximum amount of Tang in last two months.



I motivated the PCs in order to effectively cover these two types of outlets in order to successfully achieve the target.



Two new schemes were provided by co mpany to boost up sales and the schemes were as follows: 1. On sale of Rs15000 of goods there was a discount of Rs 600. 2. On sale of Rs25000 of goods there was a discount of Rs1000. These schemes helped me a lot in achieving Tangs target.

LIST OF OUTLETS FOR TANG‟s PLACEMENT Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13

Sales Hierarchy

Beat

RE

MAMTA TRADERS&VARITIES(HANDEWADI RD) SHRINIVASA SUPER SHOPY (H.WADI) BHAGYALAXMI SUPER MARKET.(MAGARPATTA) DINESH SUPER MARKET (MAGARPATTA) MAA DURGA SHOPY HOUSE(MAGARPATTA CITY) PANCHAM MARKET.(MAGARPATTA PUNGLIYA ENTERPRISES.(MAGARPATTA) RAJSHREE TRADERS(MAGARPATTA) MAHALAXMI SUPER MARKET(NIBM-NR,ROYAL)) MAYUR SUPER SHOPEE.(N I B M) PAVAN SUPER MARKET ( N.I.B.M.) PRAKASH SUPER SHOPEE (NIBM) BALAJI SUPER MARKET [WAN-JAGTAP CHOWK]

11 HANDEWADI RD 11 HANDEWADI RD 13 MAGARPATTA 2 13 MAGARPATTA 2 13 MAGARPATTA 2 13 MAGARPATTA 2 13 MAGARPATTA 2 13 MAGARPATTA 2 14 N.I.B.M. 2 14 N.I.B.M. 2 14 N.I.B.M. 2 14 N.I.B.M. 2 15 SALUNKHE VIHAR 1

HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG

Sr. No. 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55

Sales Hierarchy BHAWANI MEDICAL.(SALUNKHE VIHAR) KRISHNA SUPER MARKET (PARMAR PARK) MAHALAXMI SUPER MARKET(WA-RAHEJA) MAMTA MEDICAL.(WANWADI) PLAZA MEDICAL (SACRED HEART) PLAZA SUPER MARKET (WANWADI) PRINCESS NOVELTY.(WANAVDI) AGARWAL SWEETS (GADITAL) PARIHAR SWEET (GADITAL) PURABJI SUPER MARKET (HADAPSAR RD) RAMESH SUPER MARKET.(HDP) RANVEER MEDICAL(MAGARPATTA) HARI OM SUPER MARKET.(LULLA NAGAR) MAYUR SWEETS [LULLA NAGAR] MILAN SUPER MARKET.(LULLA NAGAR) PRABHAT SUPER MKT [LULLA NAGAR] ROHIT SUPER MARKET-LULLA (9970773317) SHREE RAM SUPER MKT (LULLA-NGR) RATNADEEP SUPER MARKET (SALUNK ROYAL SUPER MARKET (KON) TULSI SUPER SHOPEE. (KON) JAWAHAR PROVISION STORE (PULGATE) NARPAT MIMI MARKET(PULGATE) MAHIMA SUPER SHOPEE (NIBM) RAJLAXMI MARKET ( N.I.B.M.) RAJLAXMI SUPER SHOPEE [NIBM] RAJLAXMI SUPER MARKET.(UNDRI) AMANORA SUPER SHOPEE PREM SUPER SHOPY (MALWADI) DEEPALI PROVISION STORES (MUN) RONAK SUEPR MARKET.(MANJRI ROAD) BHAWANI SUPER MARKET(HILMIS-NIBM KAUSAR) GANESH SUPER MARKET (SALUNKHE VIHAR) GANESH SUPER SHOPPY (SALUNKHE VIHAR) KAMAL SUPER SHOPPY (SALUNKHE VIHAR) MAHARAJA SWEETS.(N.I.B.M.RD) MAHESH SUPER MARKET.(N.I.B.M.) MAYUR SUPER SHOPPY (WAN-FLOWER PRIME SUPER MARKET(SALUNKE) REAL FOOD SHOPEE.(WANWADI) POONAM SUPER MARKET [KON] SHEZAMART FOOD STORE (KON)

Beat 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 15 SALUNKHE VIHAR 1 18 HADAPSAR PP 18 HADAPSAR PP 18 HADAPSAR PP 18 HADAPSAR PP 18 HADAPSAR PP 24 LULLA NAGAR 24 LULLA NAGAR 24 LULLA NAGAR 24 LULLA NAGAR 24 LULLA NAGAR 24 LULLA NAGAR 25 SALUNKHE VIHAR-2 26 KONDHWA2/KUBERA 26 KONDHWA2/KUBERA 34 PULGATE 34 PULGATE 35 N.I.B.M. 1 35 N.I.B.M. 1 35 N.I.B.M. 1 36 UNDRI GAON 41 MALWADI 41 MALWADI 42 MUNDHAWA 2 43 MANJRI 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 45 KONDHWA PP 46 NEW KONDHWA 46 NEW KONDHWA

RE CH HEG HEG CH CH HEG HEG FS FS HEG HEG CH HEG FS HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG HEG FS HEG HEG HEG FS HEG HEG

Sr. No. 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97

Sales Hierarchy SOLANKI SUPER MARKET (KONDHWA) RAM PROVISION STORES [WANVADI] TIP TOP SUP MKT ( PARMAR PARK ) LAXMI SUPER SHOPY (BHOSALE GARDEN) AMAR STORE.(FATIMA NAGAR) AMBIKA MARKET (FATIMA NGR) BHAVNA SWEETS (FATIMA NAGAR ) DECENT SUPER MARKET (FATIMA NG SHANTI GEN STORES, (FATIMA NAGAR ) BALAJI DELUX SHOPPEE(SALISBURY PARK) LAXMI SUPER MARKET (SALISBURY) MAMTA SUPER MARKET (SAL) SUPER DRY FRUIT(GHOR-PETH) SUPER MARKET (MOMINPURA) DSK ANIMATION SCHOOL (MANJRI) R.M.ANDALKAR (GANESH PETH) AISHA SUPER MARKET (NANA PETH) DILLIWALA BROTHERS(CAMP) G.H.PARMAR.(SOMWAR PETH) KELA TEA CENTRE (RAVIWAR) BALAJI SUPER SHOPPEE (SALISBURY) BHAWANI SUPER MARKET [MUNDHWA] CHANDAN DEPARTMENT (BT KWADE). CHANDAN SUPER MARKET (FATIMA NAGAR) CHOICE MARKET-(WANAVDI) GANESH SWEET (SALISBURY PARK) NEW PRIME MEDICAL (BHAVANI PETH) NEW SURAJ SUP MKT[MUNDHWA] RAHUL SUPER SHOPEE.(MUN) NARSINGJI MALAJI (KASBA) AAIJI SUPER MARKET (CAMP-NINA TERRACE) CHANDAN MINI MARKET(M.G. ROAD) SAHKAR MINI MARKET (CAMP) SHREEJI S CORNER (CAMP) CHANDAN SUPER MARKET (BHAVANI PETH) SAGAR SUPER MARKET (BHAWANI PETH) ATITHI SUPER MARKET ( CAMP ) INDIA GIFT HOUSE (CAMP) MAHALAXMI SUPER MARKET( CAMP ) MAHESH SUPER MARKET(GHO.PETH) MODERN DAIRY [CAMP] OM SUPER MARKET.(OPP-GPO)

Beat 46 NEW KONDHWA 52 PARMAR PARK 1 52 PARMAR PARK 1 53 MAGARPATTA (VAIDWADI) 55 FATIMA NAGAR 55 FATIMA NAGAR 55 FATIMA NAGAR 55 FATIMA NAGAR 55 FATIMA NAGAR 56 SALASBERY PARK 56 SALASBERY PARK 56 SALASBERY PARK 61 GANJ GORPADI PETH 61 GANJ GORPADI PETH 63 MANGALWAR PETH 64 GANESH/DARUWALA 65 NANA PETH 74 RASTAPETH 1 75 SOMWAR PETH II 75 SOMWAR PETH II 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 78 WANAVDI PP 82 KASBA PETH.[A] 84 CAMP I 84 CAMP I 84 CAMP I 84 CAMP I 86 BHAWANI PETH II 86 BHAWANI PETH II 88 CAMP PP 88 CAMP PP 88 CAMP PP 88 CAMP PP 88 CAMP PP 88 CAMP PP

RE HEG HEG HEG HEG HEG HEG FS HEG HEG HEG HEG HEG FS HEG HEG FS HEG FS HEG HEG HEG HEG HEG HEG HEG HEG CH HEG HEG HEG HEG HEG HEG FS HEG HEG HEG HEG HEG HEG FS HEG

Sr. No. 98 99 100 101 102 103 104 105 106 107 108

Sales Hierarchy OM SUPER SHOPPY (CAMP-GARDEN) MAHESH SUPER SHOPY (YEVLE WADI) CHAMPION STORES (CAMP) MANSUKHLAL CHUNILAL(CAMP) VRINDAVAN STORES (CAMP) BEAUTY AIDS (M.G.ROAD) GIFT PLAZA (M.G.ROAD) REGAL TEA DEPOT (CAMP) AARTI SUPER MARKET(BHAWANI) ALANKAR MEDICAL (BHAWANI PETH) PRIME DRUG STORE (BHAVANI PETH)

Beat 88 CAMP PP B6 KONDHWA 1 A 1 CAMP II A 1 CAMP II A 1 CAMP II A 3 M.G.ROAD A 3 M.G.ROAD A 3 M.G.ROAD A 4 BHAWANI PETH I A 4 BHAWANI PETH I A 4 BHAWANI PETH I

RE HEG HEG HEG HEG HEG FS HEG HEG HEG HEG CH

In the above list there are 108 outlets that were chosen by my guide and me in order to achieve the target for Tang, this does not mean that the sales drive was restricted only to these outlets. These outlets were the prime outlets where the sales drive for Tang was being conducted. I with the help of PCs conducted a rigorous sales program in which each and every outlet present in the above list were visited at least 2 times in ten days. PCs tried their level best to place Tang in each and every outlet present in the list. I would also like to mention that there were in total 2200 outlets present in the sale drive. List showing achievements of these 108 outlets at the end of sales drive of Tang:Sr. No. 1 2 3 4 5 6 7 8 9 10 11 12 13

Sales Hierarchy MAMTA TRADERS&VARITIES(HANDEWADI RD) SHRINIVASA SUPER SHOPY (H.WADI) BHAGYALAXMI SUPER MARKET.(MAGARPATTA) DINESH SUPER MARKET (MAGARPATTA) MAA DURGA SHOPY HOUSE(MAGARPATTA CITY) PANCHAM MARKET.(MAGARPATTA PUNGLIYA ENTERPRISES.(MAGARPATTA) RAJSHREE TRADERS(MAGARPATTA) MAHALAXMI SUPER MARKET(NIBM-NR,ROYAL)) MAYUR SUPER SHOPEE.(N I B M) PAVAN SUPER MARKET ( N.I.B.M.) PRAKASH SUPER SHOPEE (NIBM) BALAJI SUPER MARKET [WAN-JAGTAP CHOWK]

Avg. Avg. Value Volume in Rs. 6 958 8 1482 11 2023 11 1968 8 1394 44 7772 10 1818 37 6440 5 958 18 3279 6 1189 11 1931 6 1106

Target Achieved Volume Volume 8 13 12 0 16 1 16 1 11 14 62 69 14 32 52 33 7 0 26 17 9 2 15 20 9 11

Sr. No. 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56

Sales Hierarchy BHAWANI MEDICAL.(SALUNKHE VIHAR) KRISHNA SUPER MARKET (PARMAR PARK) MAHALAXMI SUPER MARKET(WA-RAHEJA) MAMTA MEDICAL.(WANWADI) PLAZA MEDICAL (SACRED HEART) PLAZA SUPER MARKET (WANWADI) PRINCESS NOVELTY.(WANAVDI) AGARWAL SWEETS (GADITAL) PARIHAR SWEET (GADITAL) PURABJI SUPER MARKET (HADAPSAR RD) RAMESH SUPER MARKET.(HDP) RANVEER MEDICAL(MAGARPATTA) HARI OM SUPER MARKET.(LULLA NAGAR) MAYUR SWEETS [LULLA NAGAR] MILAN SUPER MARKET.(LULLA NAGAR) PRABHAT SUPER MKT [LULLA NAGAR] ROHIT SUPER MARKET-LULLA (9970773317) SHREE RAM SUPER MKT (LULLA-NGR) RATNADEEP SUPER MARKET (SALUNK ROYAL SUPER MARKET (KON) TULSI SUPER SHOPEE. (KON) JAWAHAR PROVISION STORE (PULGATE) NARPAT MIMI MARKET(PULGATE) MAHIMA SUPER SHOPEE (NIBM) RAJLAXMI MARKET ( N.I.B.M.) RAJLAXMI SUPER SHOPEE [NIBM] RAJLAXMI SUPER MARKET.(UNDRI) AMANORA SUPER SHOPEE PREM SUPER SHOPY (MALWADI) DEEPALI PROVISION STORES (MUN) RONAK SUEPR MARKET.(MANJRI ROAD) BHAWANI SUPER MARKET(HILMIS-NIBM KAUSAR) GANESH SUPER MARKET (SALUNKHE VIHAR) GANESH SUPER SHOPPY (SALUNKHE VIHAR) KAMAL SUPER SHOPPY (SALUNKHE VIHAR) MAHARAJA SWEETS.(N.I.B.M.RD) MAHESH SUPER MARKET.(N.I.B.M.) MAYUR SUPER SHOPPY (WAN-FLOWER PRIME SUPER MARKET(SALUNKE) REAL FOOD SHOPEE.(WANWADI) POONAM SUPER MARKET [KON] SHEZAMART FOOD STORE (KON) SOLANKI SUPER MARKET (KONDHWA)

Avg. Avg. Value Volume in Rs. 5 902 11 1840 6 1100 17 3162 6 1144 7 1222 6 1081 21 2331 10 1659 11 1962 5 1003 8 1130 12 2125 6 1041 15 2570 5 931 6 1053 9 1635 8 1437 11 1945 12 2078 36 6230 10 1859 9 1623 9 1595 6 1066 7 1269 7 1247 14 2358 13 2272 9 1591 16 2742 7 1333 7 1224 12 2114 7 1386 22 3981 12 2088 20 3304 7 1129 5 975 26 4483 10 1706

Target Achieved Volume Volume 7 11 15 0 8 3 25 26 9 11 9 1 8 4 30 0 14 0 16 17 8 1 11 0 17 4 9 0 21 1 7 6 8 0 13 9 11 0 15 -2 17 11 51 284 14 5 13 0 13 8 8 2 10 14 10 12 19 7 19 3 12 0 22 12 10 0 10 0 18 4 11 5 32 0 17 0 28 3 9 28 8 2 36 0 14 2

Sr. No. 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99

Sales Hierarchy RAM PROVISION STORES [WANVADI] TIP TOP SUP MKT ( PARMAR PARK ) LAXMI SUPER SHOPY (BHOSALE GARDEN) AMAR STORE.(FATIMA NAGAR) AMBIKA MARKET (FATIMA NGR) BHAVNA SWEETS (FATIMA NAGAR ) DECENT SUPER MARKET (FATIMA NG SHANTI GEN STORES, (FATIMA NAGAR ) BALAJI DELUX SHOPPEE(SALISBURY PARK) LAXMI SUPER MARKET (SALISBURY) MAMTA SUPER MARKET (SAL) SUPER DRY FRUIT(GHOR-PETH) SUPER MARKET (MOMINPURA) DSK ANIMATION SCHOOL (MANJRI) R.M.ANDALKAR (GANESH PETH) AISHA SUPER MARKET (NANA PETH) DILLIWALA BROTHERS(CAMP) G.H.PARMAR.(SOMWAR PETH) KELA TEA CENTRE (RAVIWAR) BALAJI SUPER SHOPPEE (SALISBURY) BHAWANI SUPER MARKET [MUNDHWA] CHANDAN DEPARTMENT (BT KWADE). CHANDAN SUPER MARKET (FATIMA NAGAR) CHOICE MARKET-(WANAVDI) GANESH SWEET (SALISBURY PARK) NEW PRIME MEDICAL (BHAVANI PETH) NEW SURAJ SUP MKT[MUNDHWA] RAHUL SUPER SHOPEE.(MUN) NARSINGJI MALAJI (KASBA) AAIJI SUPER MARKET (CAMP-NINA TERRACE) CHANDAN MINI MARKET(M.G. ROAD) SAHKAR MINI MARKET (CAMP) SHREEJI S CORNER (CAMP) CHANDAN SUPER MARKET (BHAVANI PETH) SAGAR SUPER MARKET (BHAWANI PETH) ATITHI SUPER MARKET ( CAMP ) INDIA GIFT HOUSE (CAMP) MAHALAXMI SUPER MARKET( CAMP ) MAHESH SUPER MARKET(GHO.PETH) MODERN DAIRY [CAMP] OM SUPER MARKET.(OPP-GPO) OM SUPER SHOPPY (CAMP-GARDEN) MAHESH SUPER SHOPY (YEVLE WADI)

Avg. Avg. Value Volume in Rs. 5 966 5 917 11 1946 9 1602 9 1589 11 1994 7 1094 7 1210 14 2397 7 1236 5 965 13 2376 15 2755 8 1105 8 1404 5 907 5 929 10 2027 16 2873 19 1836 11 1223 14 1504 11 2059 6 1147 6 1144 9 1361 9 1239 13 1456 10 1717 34 5836 24 4232 19 3349 12 2108 13 2199 17 2935 15 2328 13 1569 10 1844 17 2282 6 1136 13 1780 10 1375 8 1477

Target Achieved Volume Volume 7 4 7 3 15 3 13 0 13 9 15 0 10 3 9 7 19 -40 9 4 7 0 19 0 21 0 11 0 11 0 7 0 7 1 15 1 23 1 27 1 15 6 20 10 16 1 9 16 9 1 12 16 12 5 18 2 13 0 48 27 34 45 27 10 17 2 18 6 24 9 21 94 19 0 14 11 25 1 9 9 18 5 14 3 11 4

Sr. No. 100 101 102 103 104 105 106 107 108

Sales Hierarchy CHAMPION STORES (CAMP) MANSUKHLAL CHUNILAL(CAMP) VRINDAVAN STORES (CAMP) BEAUTY AIDS (M.G.ROAD) GIFT PLAZA (M.G.ROAD) REGAL TEA DEPOT (CAMP) AARTI SUPER MARKET(BHAWANI) ALANKAR MEDICAL (BHAWANI PETH) PRIME DRUG STORE (BHAVANI PETH)

Avg. Avg. Value Volume in Rs. 17 3098 41 6666 19 3173 9 1495 6 999 25 4172 7 1299 6 1106 6 1138 TOTAL 1271 215815

Target Achieved Volume Volume 24 37 58 51 27 4 13 0 8 13 35 56 10 14 8 3 9 12 1800 1173

END OF SALES DRIVE FOR TANG:In the end of the sales drive we were able to achieve the given target of selling 3 tons of Tang. I am very thankful to company for providing LBT schemes that worked very well for my team in driving sales of Tang up to 3tons in just 10 days.

LEARNINGS FROM 2 nd OBJECTIVE: For driving any sales target it very important that we should have list of outlets on which we are going to focus more.  Proper planning and discussions is very much required for successfully driving a sales target.

CHAPTER 6 OBJECTIVE 3 SYSTEM ANALYSIS

PROCESS TO MESURE SERVICE TO THE RETAIL ENVIRONMENT

For the process of measuring service to the retail environments (REs), Cadbury has developed a system that is known as Distribution Effective Matrix (DEM). This matrix will cover the key aspects of selling and servicing of the market, such as:



Route List Accounts (RLAs) – it is the number of outlets covered by a PC on a regular basis i.e. usually 210 – 240 per PC.



Active Accounts – all outlets that have purchased any Cadbury product during the month comes under this account.



Effective Coverage (EC) % - EC is calculated by dividing Active Accounts/RLAs. EC is the percentage of outlets that have purchased at least one Cadbury item during the month when EC is being calculated.



Productivity % - It is taken out by dividing number of cash memos/number of PC visits during the month. I would like to explain it by an example: If for 240 outlets, 720 bills have been made = 720 /(240*4) = 75%, this means that the productivity is 75 percent. Therefore we can say that it is the percentage of times that a PC visit is converted into sale of some Cadbury product.



Average SKU Billed Per Order – This is taken out by dividing number of lines billed in a day/number of bills cut.



Effective Brand Distribution% - It is the number of active accounts for that brand in a month/RLAs. This can be explained by an example – If there are 180 active accounts for Cadbury Dairy Milk 12 gram in total 240 outlets then in this case 75% is EBD for his particular SKU. EBD is just like Effective Coverage for that brand.



Must Sale SKU (MSS) – MSS score is always calculated for a month and is in percentage. It is calculated by dividing the assortment of products/SKUs which should be made available in each retail environment as per consumer needs. We all know that the shoppers‟ behavior is different in different REs and hence, it becomes important that sales officer should have the right set of Stock Keeping Units (SKUs) for each RE. The recommended assortment list of the right SKU s for right REs is called the Must Sell SKU (MSS).

MANAGEMENT LESSONS 1. Primarily, the management lesson is related to time. The time is an important factor in any kind of place or industry. Whether it is manager or employee, each & everyone are supposed to be on time for work. 2. In my study, I founded that there must be certain limit on the work-load on any single person or employee. The work must be assigned as per his capability & considering his limitations. 3. I also learnt that the proper flow of communication & information among top to bottom level of management is also much essential. 4. As an employer or manager, one must understand the needs & capabilities of employee. 5. While being in sales team, I also came to know about the role of sales officer, who is a person which coordinates each & every activities in order to achieve sales target. There is a lot of burden of work on him. 6. The team-work & coordination plays an effective role in the success of any organization towards its commitment to customers. 7. Many of the retailers don‟t even co-operate with sales men in placement of goods in their outlets. It becomes a tough task for PC‟s to convince them to place new products in their outlet. 8. There, I learnt that the marketing person commits to deliver the goods & provide timings as earlier as possible. 9. In the industry, the existence of higher involvement & dedication of each & every person from employees to executives is of much essential. 10. As there was operations performed for critical items, the job were prioritized, & even sometimes flexible. Suppose, if there is other urgent order which may be fresh or existing, that job is anyhow performed in between by replacing the current operations going on. 11. PCs sometime also do the evening shift voluntarily, of whenever it becomes necessary in order to achieve target. 12. The general cum production manager is always present in the shop or operating floor of the unit. He takes a note of each & every operations, status of work-in-progress & job work given outside the unit. In between, he also maintains contact with the CEO of the organization & reports him about each & every activities.

13. Every weekend, there is a meeting held among CEO, marketing chief, general manager, & Administrative manager for review of performance & status. 14. At the beginning, at time of seeing the process, I saw that the job was executed in a very systematic manner. As per the norms of ISO, first of all, each & every job or operation carried out must include the documents about its process & follow-up. Like, when any order is received, first of all, the print-out of the sketch of products are made & then delivered to the operational area for further process. 15. I learnt that for certain critical products which takes time to get manufactured & through hard processes, such products cannot be kept in stock or reserved for longer duration. 16. One must keep a note of each & everything we do in our daily routine. It is important to maintain daily note on activities done during the entire session or day. 17. In factory, I learned about one of the important thing is that there must be proper flow related to anything like communication. When any order is received by the administrator or marketing person, he must prepare the order format & send it to the design department or any other concerned authority. 18. In organization or factory, the role, authorities & responsibilities of each & every person must be clear. Any concerned person must know his duties, responsibilities & also to whom he is accountable. Suppose, any employee finds any technical or internal problem in the machinery, then he is supposed to immediately contact his production or general manager, who would directly call service center of the company of machine or any mechanic. 19. Any senior authority or manager must avoid assigning last minute task or job to his employee or subordinate. He must not give any huge task to the employees during the ending hours of the day. 20. The performance of any employee or person must be appreciated, instead of criticizing his job every time. 21. The employees must not be forced to stay make overtime for accomplishing a particular job. 22. One of the most important lessons for me was that, each & everything you own must be organized in proper manner. The things must be placed & organized in such a way that it can be founded easily, whenever needed.

23. At each place, there must be certain kind of indication in front of that place. In distribution point, there must be board or other kind of indication mentioning the area should be present. 24. There must be a detailed planning done in advance for any new projects or operations. Suppose, in order to achieve the target, there must be planning for it & the existing works are to be adjusted in accordance with it. 25. It is necessary to maintain good relation anyone, it might be employee, supplier, vendor, or customer. After all, they are the real stakeholders of the organization. 26. Sometimes, you have to maintain certain level of dependency, may it be on your subordinates or employees. 27. Always, identify the problem which is prevailing in the process, immediately. It is important to take corrective actions after the problems are known or defined in the product or process. 28. Always, schedule your daily job. Assign particular limit of time to each & every activities. Scheduling is important tool, which is helpful in estimating the overall time required for a particular operation. 29. Whenever you difficulty or confusion in your job, always ask anyone for it. Never hesitate to ask for help. 30. Always, create interest to know about new activities & operations. Try to learn new things. Know about others job & operations. 31. In any field, always try to expand your group & contacts. Maintain long-last relation with your vendors, person from any other business or company.

RECOMMENDATIONS

The recommendations that were given by me to the management were as follows: 1. Salary structure of PCs should be revised in Gajraj and Arya distributors as they are giving only Rs. 2,500 basic pay and 0.4% on target achieved, this structure is creating problem in hiring of new PCs in the RD points. According to me there should be a basic pay of Rs. 5000 – 6000 and incentives on percentage growth of individual PC if we want growth in our PC numbers. This will also give us liberty to shuffle PCs from one area to other. 2. Reallocation of outlets should be done to every PC as in a single beat more than 3 PCs are working. A PC should be allocated outlets in a series and not in a haphazard manner.

3. Petrol allowance should be give to PCs as most of them are making daily calls by walking and this consumes a lot of time as well as energy of PC, the time and energy can be utilised in some other organizational work. I know most of SOs won‟t agree with me on this point but according to me modern methods should be applied in our traditional trade if we want bigger results.

CONCLUSION

This project focused in achieving complete cold chain deployment in retail environment and achieving target limit given for Tang in the month of May. This project also focuses on understanding the different retail sector present in FMCG market and how the whole system works. During my project I got to learn various thing and they are as follows: 1. Achieving Sales Target 2. Understanding REs 3. Understanding Customer Service 1. Team Work 2. Leadership Techniques After completion of my 2 months summer internship I got to learn many things about the sales environment, I also gave few suggestion to the company which may help in improving the overall system. It was a great learning experience working as a summer Intern at Mondelez India Pvt. Ltd., Pune.

BIBLIOGRAPHY BOOKS “Marketing Management”, Sixth Indian Reprint, 2005, Pearson Education Pte. Ltd., Philip Kotler. “Marketing Research”, Fourth Indian Reprint, 2005, Pearson Education Pte. Ltd., Naresh K. Malhotra. “Retail Management”, First Impression, Dorling Kindersley (India) Private Ltd., Barry Berman, Joel R. Evans, Mini Mathur.

WEB LINKS http://www.mondelezinternational.com/in/en/home/index.aspx http://en.wikipedia.org/wiki/Cadbury http://articles.economictimes.indiatimes.com/keyword/cadbury-india http://www.moneyworks4me.com/company/news/index/id/40161 http://www.thehindubusinessline.com/marketing/cadbury-perks-up-investment-incold-chain/article4022980.ece http://www.indiafoodbrief.com/home/176732-cadbury-perks-up-investment-in-coldchain-hindu-business-line http://www.fnbnews.com/article/detnews9.asp?articleid=28609 http://www.thehindu.com/business/companies/cadbury-to-make-tang-inindia/article894195.ece http://articles.economictimes.indiatimes.com/2010-11-18/news/27622238_1_cadburyindia-managing-director-anand-kripalu-cadbury-plc http://www.business-standard.com/article/companies/cadbury-india-integrates-kraftbrands-into-system-111030400052_1.html